US Senate bill to break up Google and Meta ad business
In an effort to limit online ad monopolies, the US Senate is seeking to pass the AMERICA Act (Advertising Middlemen Endangering Rigorous Internet Com Pet ition Accountability), to break up ad Business es of tech giants like Google and Meta. According to the Act, large digital ad firms won't be allowed to own both sides of an ad exchange, where they have ownership over demand and supply-side platforms. Additionally, those buying and selling ads can't own both the demand and supply side of the ad platform, except to only sell their ad stock. Medium-sized companies will also be required to make the "best execution" for ad bids, instead of just holding back to serve their operations. The Act emphasises transparency and access to technical capabilities and data. Read Twitter's biggest users refuse to pay for blue checkmarks If a business, however, does run two sides of the market, it will need to establish "firewalls" to minimise abuse and conflic...