CCI Probes Google's AdTech Practices Amid Allegations by Digital Alliance

The Competition Commission of India (CCI) has initiated an investigation into Google's conduct in the online display advertising market. The probe, prompted by a complaint from the Alliance of Digital India Foundation (ADIF), alleges Google engaged in anti-competitive practices. Google denies these claims, asserting its market competitiveness.

The Competition Commission of India (CCI) has announced a detailed investigation into Google's conduct in the online display advertising sector, following a complaint from the Alliance of Digital India Foundation (ADIF).

The decision was made to consolidate this complaint with ongoing investigations into similar issues, aiming to scrutinize Google's practices within the AdTech ecosystem extensively. ADIF accuses Google of anti-competitive actions such as self-preferencing its services and bundling ad server functions, an allegation Google strongly refutes.

The CCI's probe is part of a broader effort to ensure fair competition and address the concerns of startups and companies represented by ADIF.

(With inputs from agencies.)