2023-05-07 11:19:34
Meta (Facebook) will have to quickly amend its practices in terms of verification , that is to say, what relates in particular to “brand safety” (brand safety in a given ecosystem) or visibility measures ( “viewability”) to calculate the volume of impressions of an advertisement. This Thursday, the Competition Authority announced that it had issued interim measures targeting the Menlo Park group, because it is concerned about practices of a “potentially anti-competitive nature” and “possible abuse of a dominant position “.
The French antitrust was seized, at the end of last year, by the tricolor adtech Adloox, specialist in verification, which complained of not having been able to integrate a system of partnerships set up by Facebook and allowing to access certain user data. However, “to offer a complete service offer, independent verifiers need access to the ecosystems of integrated platforms in order to cover their inventories”, underlines the Autorité de la concurrence.
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