FTC Targets Google Again for Advertising Practices
May 24, 2013 1:17 PM
So far, the antitrust probe is in early stages, and Reuters reported that Google hasn't even received any antitrust notifications from the FTC yet
Google is under the microscope yet again as the U.S. Federal Trade Commission (FTC) looks to investigate its advertising practices.
Google may be the subject of an FTC investigation for its use of certain tools it acquired from ad company DoubleClick in 2007. Some ad firms have complained to the FTC that Google is using these DoubleClick tools to persuade websites to use products like Ad Exchange.
So far, the antitrust probe is in early stages, and
reported that Google hasn't even received any antitrust notifications from the FTC yet.
It seems Google is always caught in an antitrust investigation of some sort, but luckily for Google, it has had an easy time with it in the U.S.
In January of this year, Google managed to settle a nearly two-year U.S. Federal Trade Commission (FTC) investigation
without paying any fines
. Instead of paying fines, the FTC made Google promise that it would stop scraping reviews and information from other websites, stop requesting sales bans when suing companies for patent infringement and allow advertisers to export data in order to evaluate advertising campaigns.
Google has been battling antitrust suits with the European Commission as well. The European Commission opened a formal antitrust investigation into Google's search behavior in November 2010, and last month, Google
offered a settlement proposal
that the EU finally accepted. Google's settlement proposal will not change the algorithm used to create its search results, but rather, the company will clearly label any search results from its own services. Not only that, but in some instances, Google will offer links from rival search engines.
In addition, the proposal will give websites the option to keep their content from vertical search properties, but stay in general search results. Furthermore, Google will help small businesses move their ad campaigns to other search engines.
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