07:45 AM EDT, 09/06/2024 (MT Newswires) -- Alphabet's (GOOG) Google ( GOOG ) has been engaging in anti-competitive practices in the open-display advertising technology sector that potentially could be harming thousands of UK publishers and advertisers, the UK Competition and Markets Authority, or CMA, said Friday, citing provisional findings of an investigation.

The CMA's investigation focuses on Google's ( GOOG ) role as an intermediary in three areas: its ad buying tools, its publisher ad server, and its ad exchange.

The regulator's findings suggest Google ( GOOG ) is using its dominance in digital advertising to favor its own services, creating disadvantages for competitors and limiting fair competition.

The CMA said that since at least 2015, Google ( GOOG ) has abused its dominant position by providing ad exchange, known as AdX with competitive advantages, manipulating advertiser bids, and allowing AdX to bid first in auctions.

The regulator said it is considering measures to prevent Google ( GOOG ) from continuing these practices.

"Our advertising technology tools help websites and apps fund their content, and enable businesses of all sizes to effectively reach new customers," according to Dan Taylor, VP of Global Ads, Google ( GOOG ) as quoted in a statement shared with MT Newswires.

"Google ( GOOG ) remains committed to creating value for our publisher and advertiser partners in this highly competitive sector," Taylor was further quoted. He said Google ( GOOG ) disagrees with the regulator's view and will "respond accordingly."

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