"The FTC, led by Republican chairman Andrew Ferguson, is looking into whether the Big Tech giants have been transparent about the terms and pricing of their ad deals, Bloomberg reported, citing unnamed sources. For Amazon, FTC officials want information on Amazon's auction process and whether it informed clients about its "reserve pricing" for some ads - which refers to the minimum price that must be paid to buy ad space on the company's website."
"Meanwhile, Google is being probed about its internal ad pricing practices and whether it has quietly boosted the cost of ads without properly informing customers. The FTC, Google and Amazon declined to comment on the probes, which are reportedly still ongoing and being led by FTC's consumer protection unit. The investigation marks another regulatory headache for both Google and Amazon, each of which face federal antitrust cases that are going to trial on Sept. 22."
The Federal Trade Commission is investigating transparency and pricing practices for digital ads at Google and Amazon, focusing on whether advertisers were properly informed about terms. For Amazon, investigators seek details of the auction process and use of reserve pricing that sets minimums for ad space. For Google, investigators are examining internal ad pricing and potential quiet increases in ad costs. The probes are led by the FTC's consumer protection unit and are ongoing. Both companies face separate federal antitrust litigation, with related trials and judicial remedies under consideration this fall.
Read at New York Post
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