Two days ago, on Friday, December 13, 2024, the Turkish Competition Authority concluded a significant investigation into Google's advertising practices with a substantial fine of 2.6 billion Turkish lira (approximately $82 million) and mandated changes to YouTube's advertising platform access.
The Competition Board, which launched the investigation on May 18, 2023, focused on allegations that Google had implemented restrictive practices in its advertising technology services. A key concern centered on Google's control over YouTube's advertising inventory, specifically examining how the company had limited access to only its own demand-side platforms.
According to the official decision document, the investigation identified two specific violations. First, Google had conditioned the purchase of YouTube advertising inventory on the use of its own demand-side platform. Second, the company prevented independent providers from verifying and measuring YouTube advertisements.
In response to these findings, Google submitted formal commitments to the Turkish Competition Board. These commitments, accepted through a board decision dated May 3, 2024, established a new framework allowing third-party demand-side platforms to access YouTube's advertising inventory if they meet specific criteria as "Qualified YouTube DSPs."
The Competition Board's fine of 2,607,563,963.59 Turkish lira was calculated as a percentage of Google's annual gross revenues for 2023. The financial penalty reflects the seriousness with which the authority viewed Google's market practices, particularly regarding the restrictions on YouTube advertising access.
This case marks a significant shift in how YouTube's advertising inventory can be accessed in the Turkish market. The combination of financial penalties and structural changes demonstrates the Competition Authority's determination to address competition concerns in digital advertising markets.
The fine comes with specific implementation requirements. According to the decision document, Google must implement the changes within six months of receiving the official notification. The authority has also provided for additional daily fines if Google fails to meet these implementation deadlines.
The significance of this case extends beyond the monetary penalty. By requiring Google to open YouTube's advertising inventory to qualified third-party platforms, the Turkish Competition Authority has established a precedent for market access. This development could influence how other competition authorities approach similar issues in their jurisdictions.
Looking ahead, the success of these measures will depend on their practical implementation. The qualification process for third-party DSPs, the technical integration requirements, and the actual market impact will determine whether these competition remedies effectively address the identified market imbalances in Turkey's digital advertising sector.
The decision remains subject to appeal, with Google having 60 days to challenge the ruling before the Ankara Administrative Courts. This timeline provides a framework for the potential next steps in this significant competition case.
This regulatory action represents a comprehensive approach to addressing competition concerns in digital advertising markets, combining significant financial penalties with structural reforms aimed at opening access to key advertising inventories.