Google's (forgotten) monopoly: Ad technology services on the open web

Damien Geradin, Dimitrios Katsifis

Research output: Contribution to journalArticleScientificpeer-review


Online advertising is the fuel of the digital economy. Yet despite the industry’s gigantic growth, the lion’s share is captured by a handful of digital platforms, leaving a small share of revenue for publishers, further reduced by commissions charged by ad tech companies. Against this background, the purpose of this paper is to introduce the reader to the online display advertising ecosystem and explore whether Google, widely considered the dominant ad tech company, engages in conduct warranting antitrust scrutiny.
Original languageEnglish
Article number90967
Number of pages10
Issue number3
Publication statusPublished - 1 Sept 2019


  • European Union
  • Unilateral Practices
  • Principle of transparency
  • Relevant market
  • Investigations/Inquiries
  • Competition policy
  • Economic analysis
  • Dominance (notion)
  • Dominance (abuse)
  • Online platforms
  • Advertising
  • Big Tech


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