The company behind the privacy-oriented browser Brave has set out to convince regulators in the U.K. to end Google’s advertising monopoly in the digital space. In a filing with the country’s Competition and Markets Authority (CMA), Brave puts forward recommendations on how to “neutralize” the tech giant’s “unfair data advantage.”
Failure to Enforce Data Protection Rules Enables Google’s Monopoly, Brave Warns
In a submission filed with the CMA last week, Brave highlights what it views as gaps in the regulator’s “Online platforms and digital advertising” study. The company also argues that failing to enforce Europe’s rules under the General Data Protection Regulation (GDPR) enables Google’s monopoly in the online advertising market.
The CMA, which is a non-ministerial government department responsible for preventing anti-competitive practices in the United Kingdom, published its interim report in 2019 with several consequent updates. The final report, part of a wider digital strategy aimed at addressing current challenges, should be published by July 2, 2020. The authority was accepting comments on its contents until Feb. 12.
According to its preliminary findings, the digital advertising sector in the U.K. has grown massively, to around £13 billion (almost $17 billion), and is also quite concentrated. Google alone accounted for over 90% of all revenues earned from search advertising the previous year, with revenues of around £6 billion, while Facebook had almost half of all display advertising revenues, reaching more than £2 billion.
Brave insists that a functional real-time bidding (RTB) market, where advertising is bought and sold per number of impressions, requires both internal and external data protection.