In an age where Google has dominated online advertising in the EU for over 15 years, the European Union (“EU”) and the U.S. Department of Justice (“DOJ”) are now looking at Google’s advertising business. Digital advertising funds the “free at the point of use” web and is crucially dependent on data. Google provides advertising services at each point of the stack leading to an inherent conflict of interest: it provides ad buying tools (Google Ads and DV 360), the ad server (DFP) and
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