Google may show ads from competing platforms on YouTube

Google may allow third-party platforms to advertise on YouTube, which, among other things, may save the company some problems.

According to a Reuters article, Google may soon allow other ad intermediaries to serve ads on YouTube. The Mountain View firm is currently requiring advertisers to use Ad Manager to display ads on YouTube, which has come to the attention of competition authorities in the European Union.

Google may allow third-party platforms to advertise on YouTube

The European Commission launched an investigation into Google’s ad tech and governance in 2021 after two years of informal consultations. European authorities have said they are particularly concerned about potential restrictions on competing advertising platforms and the fact that advertisers must use Display & Video 360 and Google Ads. The investigation will focus on whether Alphabet subsidiary Google has given an unfair advantage in the digital advertising space by restricting user data that advertisers and competing advertising platforms can access.

This concession by the US giant could help it avoid more official action and a fine that could be as high as 10% of its global turnover, Reuters reports. Alphabet’s 2021 revenue was at least $257 billion. However, it looks like Google needs to address a number of other issues as well to really put an end to this investigation.

A concession, among other things, that could save him some trouble

The UK Competition and Markets Authority is investigating the company’s advertising practices. In the United States, bipartisan senators last month introduced a bill that would destroy Google’s entire advertising business if it became law.

“We always have constructive relations with the European Commission. At this stage, we have nothing more to share,” said an Engadget spokesperson. “As with our Privacy Sandbox initiative, we are committed to working with regulators and the entire industry to achieve the best outcome.”