Google Accused of Rigging the Advertising Game
It’s not the first time Google has been called out for overstepping. It’s a recurring issue, and as early as 2021, the Competition Authority highlighted a well-oiled strategy: using its dominant position to squash competitors. With its advertising tool DoubleClick, the tech behemoth has access to competing bid data and can tweak its offers to outbid the competition every time. Consequently, Google snags a substantial share of advertising revenues, leaving other players to pick up the scraps.
Leboncoin, with its 30.2 million unique monthly visitors, feels directly impacted by these tactics. Its advertising revenue dropped by 7% in the first quarter of 2024. For a site that ranks as the 8th most visited in France, this is a tough pill to swallow.
A Coalition That Means Business
Leboncoin is not fighting this battle alone. It is backed by heavyweight media outlets like Le Figaro, Ouest-France, and Les Échos-Le Parisien. Together, they are not only seeking damages but also aiming to restore some balance to the advertising market. Because, for now, Google sets the rules, and everyone else follows.
It’s more than just a financial issue: it’s a fight for the survival of content publishers against tech giants. Indeed, Google was already fined 220 million euros in 2021, but given its billions in revenue, such penalties seem more like a slap on the wrist than a real deterrent, and it’s likely to be the same in this new case.
A Protracted Legal Battle Ahead
The trial is expected to last years, with the first hearing scheduled for January 2025. On Google’s side, they downplay the allegations and insist on cooperating with regulators. Leboncoin, on the other hand, remains quiet but resolute. Will this action truly make a difference, or is it just a minor annoyance for Google? Time will tell…