According to Reuters, Google will permit other advertising middlemen to broadcast adverts on YouTube. The firm presently compels marketers to run ads on YouTube via its Ad Manager, which has drawn the attention of European Union antitrust investigators.
After two years of informal conversations, the European Commission launched an investigation of Google’s ad tech in 2021. Concerns about possible limits on how other ad platforms might run YouTube advertising, as well as the fact that advertisers must utilise the Display & Video 360 and Google Ads services, were also raised by competition officials.
The probe is looking at whether Google, a subsidiary of Alphabet, gained itself an unfair competitive advantage in the digital advertising industry by restricting the amount of user data that advertisers and competitor ad platforms may access.