EU study finds DMA has yet to open Google, Meta and Amazon ad auction data
· 58m ago · Originally reported by PPC Land
A European Union study concludes that the Digital Markets Act has so far failed to force Google, Meta and Amazon to open up their advertising auction data to rivals and regulators. The findings suggest gatekeepers' ad tech black boxes remain largely closed despite the landmark regulation.
Why it matters
Transparency in ad auctions is key to fair competition and detecting hidden fees, so if the DMA isn't unlocking this data, advertisers and publishers still can't verify how big platforms run their ad businesses.
Explain it like I’m new here
It's like referees asked the biggest players to show their playbooks so everyone could check the rules were fair, but the players still haven't opened the book.
Terms in this story
Digital Markets Act (DMA)
The Digital Markets Act (DMA) is an EU regulation imposing competition-style obligations on designated "gatekeeper" tech platforms, including limits on combining personal data for ads without consent.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Go deeper
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