"Japan Readies Antitrust Action Against Google Over Search Ads; Regulator Expected To Accept Voluntary Improvement Plan In Case Involving Yahoo Tie-Up" - Nikkei Asia
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Japan's antitrust watchdog is set to take action against Google for alleged unfair practices in a search advertising partnership with Yahoo. The Japan Fair Trade Commission (JFTC) has been investigating Google's keyword-targeted search ad technology provided to Yahoo, now part of LY Corp. Google has submitted an improvement plan, which the JFTC is expected to accept, focusing on creating a more level playing field in its advertising business, which accounts for 80% of its revenue. This comes amid increasing international scrutiny of Google's digital advertising dominance.
April 15, 2024 | 5:03 pm
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Google faces regulatory action in Japan over its search advertising practices, potentially impacting its dominant advertising revenue stream.
The action by Japan's antitrust watchdog directly targets Google's advertising practices, a significant revenue source. The acceptance of Google's improvement plan suggests a potential for minimal disruption but highlights ongoing regulatory risks. The situation underscores the global scrutiny Google faces, which could lead to increased regulatory pressures elsewhere, affecting investor sentiment.
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