Google’s (Forgotten) Monopoly – Ad Technology Services on the Open Web

19 Pages Posted: 10 Jun 2019 Last revised: 16 Dec 2019

See all articles by Damien Geradin

Damien Geradin

Tilburg Law & Economics Center (TILEC); University College London - Faculty of Laws

Dimitrios Katsifis


Date Written: May 21, 2019


This paper focuses on online display advertising, whereby publishers display advertisements on their website against remuneration. This form of advertising represents a critically important source of revenues for publishers, from large news organisations to online game producers to blogs, offering valuable content to Internet users. Given the importance of online display advertising to publishers, it is no wonder that this area has been the subject of intense discussion among stakeholders and has raised the attention of competition authorities. In particular, concerns have expressed that publishers do not receive their fair share of advertising revenues due to the large fees that are captured by the “ad tech” companies intermediating between advertisers and publishers. This paper provides an overview of the online display advertising landscape, and explores whether Google, the leading ad tech providers, has engaged in potential exclusionary and exploitative conduct.

Keywords: Online advertising, display advertising, advertisers, publishers, auctions, ad exchange, header bidding, AMP, digital platforms, ad tech, big data, Google, competition law, abuses of a dominant position, exploitation, vertical foreclosure, self-preferencing

JEL Classification: K21, L12, L41, L86

Suggested Citation

Geradin, Damien and Katsifis, Dimitrios, Google’s (Forgotten) Monopoly – Ad Technology Services on the Open Web (May 21, 2019). TILEC Discussion Paper, Forthcoming. Available at SSRN: or

Damien Geradin (Contact Author)

Tilburg Law & Economics Center (TILEC)

Tilburg, 5000 LE

University College London - Faculty of Laws ( email )

Gower St
London WC1E OEG, WC1E 6BT
United Kingdom

Dimitrios Katsifis


Avenue Louise 475

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