![]() ![]() The EU is investigating Microsoft on antitrust grounds for bundling Teams, its business video messaging service, with Windows. Other Microsoft products are under the microscope, however. ![]() LinkedIn, for example, is a separate business with its own ad revenue (though Microsoft Advertising and LinkedIn have exclusive an commercial partnership). Microsoft Advertising doesn’t have the same free rein. While Google Ads accesses identity data across Gmail, Maps, Chrome, Android and even Fitbit could contribute to the Google identity graph. Nobody sued to stop the Xandr deal, after all … although that’s partly because Microsoft sets limits on its own ad business. The $69 billion deal was proposed last January, but, in December, the FTC sued to block the deal.īut Microsoft Advertising isn’t feeling the heat. Microsoft’s 2023 antitrust-related headlines will be dominated by one question: Will Microsoft be allowed to acquire Activision Blizzard? Replace “Apple” with “Google” and there’s no way these tactics would fly in the Play Store and on Android.Īnd as its ad revenue line grows, Apple becomes a more direct competitor with Meta and other mobile marketing platforms, which, as it happens, saw their ad businesses crippled by ATT just before Apple started building out its ad tech. These changes will take the spotlight in 2023.īut Apple’s advertising and ad tech could also come under scrutiny this year, including its SKAdNetwork attribution system and methods for crediting mobile conversions (largely in Apple’s own favor). The DMA, for instance, requires Apple to allow third-party app stores, like Microsoft, and outside payment services. Other countries are watching what’s happening in that market and devising antitrust strategies of their own. Although the fine is inconsequential (and the court omitted any behavioral remedies that would force Apple to comply with specific changes, because Apple is already required to change its practices in order to comply with the DMA), the ruling is evidence that European regulators have their eye on Apple.īut there will also be major practical changes for Apple beyond Europe. In December, a Paris court fined Apple $1 million for “abusive” App Store policies, including forcing developers to use Apple’s payment processing. ![]() Specifically, Apple’s lawyers will be busy with the EU’s Digital Markets Act (DMA), a law limiting the power of major consumer tech companies. Apple’s antitrust concerns stem from its “services” revenue, which includes advertising and fees tied to app-based monetization. ![]()
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