Tech News Desk – Google has suffered a major setback. According to the Associated Press (AP) report, UK regulators on Friday strongly criticized Google and said that it is taking unfair advantage of its dominance in digital advertising to eliminate competition in Britain. According to the UK Competition and Markets Authority, Google gives priority to its services in Britain's 1.8 billion pound ($2.4 billion) digital advertising market by harming online publishers and advertisers. The authority made this allegation after an investigation. If the allegation is proved, Google can be fined billions of dollars. Along with this, Google can also be ordered to change this habit.

Accused of taking unfair advantage of dominance since 2015
UK regulators said Google had been taking unfair advantage of its dominance since 2015 to strengthen the market position of its AdX ad exchange while also protecting it from competitors. The Competition and Markets Authority said Google charges the highest fees in the ad tech system through AdX, which is about 20 percent of the bids.

Google provides servers to manage ad space
Google is a big player in the entire digital ad ecosystem, providing servers for publishers to manage ad space on their websites and apps. Apart from this, Google also provides tools for advertisers and media agencies to buy display ads. It also provides an exchange, through which advertisers and media agencies can buy and sell ads in real-time auctions in collaboration with Google.

Google clarified
Meanwhile, Google has clarified its stand by issuing a statement. Google said that it is committed to fully support its publishers and advertising partners in this highly competitive sector. Also, Google has rejected the allegations against it and has also said that it will give the necessary reply on this. Let us tell you that the anti-trust investigation of the European Union and the case filed in the US Justice Department are also a big tension for Google, because here too an investigation is going on regarding Google's ad business and its hearing is going to start this month.