France’s antitrust authority warned Facebook-owner META (META.O) two months to adjust its ad verification partner access rules on Thursday, citing the company’s dominance in online advertising.
The antitrust authority ordered META to disclose additional access limits for partners using its analytics tools to assess if people have viewed online ad campaigns and are not represented in a way that might damage the brand’s image.
New standards are transparent, objective, non-discriminatory, and proportional.
Ad verification services check online ad views, detect fake visitors, and keep client advertisements off pornographic sites.
The French agency claimed Meta’s invite-only approach might discriminate in its “viewability” and “brand safety” guarantees.
Adloox, a small, independent French ad verification business, unsuccessfully sought Meta’s data from 2016 to 2022.
Last year, Adloox complained to the competition authorities, who ruled that Meta’s entrance barrier caused “immediate and grave” harm to the independent ad verification firm.
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