Figure 1
The scope of the EU Commission’s Statement of Objections. The orange arrows show the direction of self-preferencing from Google’s SSP and DSP products to Google’s advertising exchange AdX.6
Figure 2
A wider view of Google’s AdTech business, which we suggest as an expanded scope for the European Commission’s investigation. Our suggested scope includes Google’s platforms (A, B, and C), like its search engine, Maps product, or YouTube. Orange lines show alleged self-preferencing by Google, red lines indicate traffic directed from its dominant platforms to its ad network, blue boxes represent Google-owned entities, grey boxes are consumers, and yellow boxes are rivals in the AdTech market.
Figure 3a
A per-consumer view of marketised monetisation (marketisation). Consumers use Google’s platforms, but separately choose an interoperable supply-side platform (SSP) which they consent to monetise their usage of Google’s platforms. Google charges the consumer, and the consumer is subsequently reimbursed by the SSP. The SSP then serves the consumer ads on Google’s platforms.
Figure 3b
A view of Google’s ecosystem post-marketised monetisation (marketisation). Consumers participate in two markets. They choose to use Google’s platforms, but also choose from a competitive market of SSPs to fund their usage, as denoted by the green arrows. Rival SSPs compete to attract consumers.