AGC Collective Actions Limited, acting through Mr Adam Collinson, a former competition law partner with over 30 years of competition experience, is proposing collective proceedings alleging that Google has abused its dominant position in online display advertising favouring its own display advertising services while excluding competitors and potential competitors, leaving advertisers paying more, for less effective display advertising.
Any advertiser based in the UK who paid for display advertising services provided by Google, regardless of whether purchased directly or through a media agency, are included within the claim.
Online digital display advertising is where adverts appear on web pages or mobile apps when internet users load pages/apps. It is distinct from search advertising, which concerns adverts placed when internet users use search engines. ‘Ad Tech’ refers to the technology facilitating online digital display advertising, which has historically, and continues to be, dominated by Google.