According to Japan’s Fair Trade Commission (FTC), Google allegedly prevented Yahoo Japan from accessing crucial technology needed to generate targeted advertising revenue from mobile searches from 2015 to 2022.
Google only changed its behavior after the FTC flagged the problems. Google then agreed to give Yahoo Japan access to keyword-targeted advertising technology, Bloomberg reported.
Why we care. Any practice that may affect an advertiser’s choice or limit access to targeting technologies may result in increased advertising costs.
precedent This is the FTC’s first administrative action against Alphabet, although no penalties have been imposed.
what next The Japanese Hound will be monitoring the situation closely and reserves the right to reopen its investigation into Google. They are also investigating Alphabet’s potential influence on local smartphone makers to prioritize their search services on their devices, further intensifying scrutiny of the tech giant’s practices.
Similar accusations. Meanwhile, in the United States, we are still awaiting the verdict of the US antitrust trial against Google. Part of the trial focused on whether Google used its search ad tools to put its competitors at an unfair advantage.
delve into it US Antitrust Lawsuit Against Google: Everything You Need to Know.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (mainly but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspiring leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
