The Australian authorities point out that the platforms intend to benefit from their pre-emptive position to ‘suffocate’ their rivals.
The lack of competence and transparency in the cadence of the digital publishing technology summit is affecting the editors, advertisers and consumers, and this is a question that needs to be addressed, the Australian Competition Commission and the English Seal Consumer in an informed published this jueves.
“There is a real lack of competence, choice and transparency in this industry. These problems are at the expense of publicity for businesses, which ultimately increase the prices that consumers pay,” said Rod Sims, President of the ACCC. .
The signal document that Google is the mayor provider of key advertising technology services. The unit calculates that its participation in the entrances is 50-60% of the market, a percentage that is 90-100% in terms of commercialized advertisements. While so much, the volume of the Australian digital advertising market equals 2,600 million dollars.
“Google’s likely to combine the ability and incentive to prefer its propositions of advertising technology in a way that affects competence,” Sims said. “The market is effectively dominated by a single player“, aggregate.
During the investigation, cases of possible conflicts of interest of Google’s distinguished functions are studied. The technology company sells sales as it sells the inventory to publishers. In addition, editors who receive real-time quotes from advertisers using Google’s advertising technology services should use the technology giant’s server. Due to the fact that Google puts an end to access to its rivals a different types of data, blocking the ‘cookies’ of third parties in Chrome, its Internet navigator.
News Corp Australia’s Executive President Michael Miller states that the information “arroja la luz sobre el” Google’s omnipresent commercial power that affects the entire Australian economy, no solo a la industria editorial “.
The proposal of the Australian Government
The project of them to reform the Code of Mandatory Negotiation for the Digital Platforms and Media of Communication proposes that digital platform trading platforms with local editors and broadcasters included in the search results or in the notices and that, if you can not read an agreement, an arbitrator designated by the Governor decides the price.
In the case of not being able to read an agreement or agree on a price, the intervention of an independent arbitrator is proposed. “If Google and Facebook are able to do something that they really do not want to do, then pay for it now for free,” said Rod Sims, ACCC’s wife.
The technological giants argue that the proposed procedure is unilateral and the two countries have irrational demands for compensation. Facebook is dedicated to keeping all the content shared on its platform. During a recent Senate hearing last week, Google’s general manager in Australia, Melanie Silva, said that the company “does not have any more remedies” that will eliminate the Australian search engine if it is approved.