Spain: Atresmedia attacks Google-Facebook duopoly in digital advertising

Spain’s National Commission for Markets and Competition (CNMC), which is preparing sanctions against media company Atresmedia, has enjoined the company to participate in a public consultation on the digital advertising market in Spain.

Atresmedia stated in a letter sent to the CNMC that “there is a problem of excessive concentration with the digital duopoly held by Google and Facebook throughout the entire value chain.” Thus, the television station joins associations such as the Spanish Association of Advertisers, the Advertising Media Association of Spain, and several others that have offered their opinion to the CNMC on the subject.

Atresmedia claims that “the interdependence of concurrent factors in the process of buying and selling video and display advertising allows (Google) to polarize the competitive dynamics of the online advertising market, even without price being a decisive element.” Atresmedia also accused Google and Facebook of having “established vertical integration in a single and complex advertising service,” reducing the capacity and incentive for potential competitors.

Full Content: Dir Comfidencial