The Competition Bureau of Canada is delving deeper into Google’s online advertising operations with a Federal Court order to gather more information. This investigation, initiated in 2020, aims to determine if Google’s activities in the online display advertising sector are impeding competition within the country.

Initially focused on allegations of Google using its dominant position in video advertising to influence the advertiser buying tools market, the scope of the probe has since broadened. It now includes examining whether Google is leveraging its market power to hinder competitors in display advertising technology and employing predatory pricing strategies.

The Bureau seeks to uncover whether Google’s advertising practices are hindering competition, impacting competitors’ success, or leading to higher prices, limited choices, and reduced innovation in the online display advertising services market. Traditional media outlets have witnessed a decline in advertising revenue as they lack the technological expertise that Google possesses for digital ad operations.

The Bureau is particularly interested in determining whether Google’s practices violate provisions against restrictive trade practices and abuse of dominance under the Competition Act. As part of the court order, Google must provide relevant records and written information for scrutiny.

While the investigation is ongoing, no misconduct findings have been made at this point. This isn’t the first time the Bureau has looked into Google’s business practices; a previous inquiry in 2021 related to online advertising followed an investigation from 2016 regarding anti-competitive practices in online search and advertising.

Canada seems to be mirroring actions taken by the U.S., where the Justice Department filed a lawsuit against Google last year for allegedly abusing its role in brokering digital ads across the internet. Stay tuned for updates on this developing story as more information becomes available.