CCI Launches Detailed Probe into Google's AdTech Practices

The Competition Commission of India (CCI) has ordered an in-depth investigation into Google's behavior in the online display advertising market. The scrutiny follows a complaint from the Alliance of Digital India Foundation (ADIF), which alleges anti-competitive practices by the tech giant.

The complaint accuses Google of engaging in self-preferencing within its AdTech ecosystem by tying and bundling services, potentially harming publishers and advertisers. The CCI has directed the Director General to consolidate this complaint with ongoing investigations in similar cases.

In response, Google has denied these allegations, highlighting that it operates in a competitive market alongside players like Xandr, Amazon Ads, and the Trade Desk. The investigation will further examine Google's practices to determine compliance with competition laws.

(With inputs from agencies.)