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What is the investigation about?
Maurice Blackburn is investigating a class action against Google for alleged anti-competitive conduct in the display digital advertising market in Australia, where it provides AdTech services to both advertisers and publishers of ads, and has a dominant position at all points of the AdTech supply chain. The class action would seek to recover compensation for publishers of digital ad inventory who have received less revenue for the ad space they sell, than they would have otherwise.
What is AdTech?
AdTech is a term to describe the technological tools that connect website publishers wishing to sell ad space, and advertisers wishing to buy ad space. When a consumer opens a website page and/or mobile phone app, a complex series of automated transactions (that occur in a matter of milliseconds) determines which ad to show to that consumer in each available ad space on the webpage and/or mobile phone app.
The automated buying and selling of digital ad space using AdTech services is called programmatic advertising.
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Call: 1800 298 602
Why is Maurice Blackburn investigating?
Google’s conduct has been under scrutiny around the world. The potential class action follows similar proceedings in the USA (including a regulatory prosecution by the Department of Justice that went to trial in September 2024, and litigation by both advertisers and publishers), class actions in the UK Competition Tribunal and Canada, and regulatory investigations by the Australian, UK, Canadian and French competition authorities.
In Australia, an ACCC Inquiry into digital advertising in 2021 identified significant competition concerns and considered that Google’s conflicts of interest had “led to poor outcomes” for publishers, pointing to Google’s self-preferencing conduct and its influence on programmatic advertising auctions and their rules in particular. The ACCC said that “Over more than a decade, Google’s vertical integration and strength in ad tech services has allowed it to engage in a range of conduct which has lessened competition over time and entrenched its dominant position” – ACCC Digital advertising services inquiry – Final Report, August 2021, p 1.
Am I part of the potential Class Action?
If you have a website and/or mobile phone app that displays digital advertising (i.e. sells ad space) directed at Australian consumers or had this at some point in the past six years (and you sold that space programmatically), then you may have suffered financial loss because of Google’s conduct and, if the action proceeds, be eligible for compensation.
The ad space needs to have been sold programmatically using AdTech services and you need to have used a Google product to sell your ad space. Google AdTech products include the following:
- Google DFP or Doubleclick for Publishers
- Google Ad Manager or GAM
- Google Ad Exchange or AdX
- Google AdSense or AdMob
You are still eligible if you sold your ad space using a third party (who acted on your behalf to sell the ad space).
Do I need to register?
We strongly recommend you register.
We recommend registering your interest in the proposed class action for the following reasons:
- Registration means we can contact you to tell you about any decisions made about Maurice Blackburn’s investigation, including if we file a proceeding against Google.
- Registration means we can contact you to tell you about any decisions the Court makes that may affect your ability to claim compensation (if a proceeding is filed).
Client confidentiality and privacy are very important to us. We will keep your details and the fact of registration confidential. In the cases we run, it is common that class members have ongoing business relationships with a powerful defendant and we understand the commercial sensitivities that may apply. You can access our Privacy Policy here.
You do not take on any obligation merely by registering.
Frequently Asked Questions about the Potential Google AdTech Class Action
No. It will not cost you anything to be part of the class action and you will never be asked to pay any costs out of your own pocket.
Group members will not be asked to pay anything upfront. The case is set up so that group members will never be out of pocket.
Costs will only be payable if:
- the case is settled - meaning Google agrees to pay compensation without needing a trial; or
- there is a trial and we win the case.
Court approval is needed for any payments to be made to Maurice Blackburn.
Read more about class action costs here.
We are not able to predict how much compensation group members may receive. It is likely to be different from person to person.
Class actions usually take between 2 and 4 years. The length of a class action will depend on many factors, including how Google responds to the case.
If you register your interest in this class action, we will send you updates when important events happen.
Client confidentiality and privacy are very important to us. You can access our Privacy Policy here.
If you still have questions, please call Maurice Blackburn on 1800 298 602, or email us at GoogleAdTech@mauriceblackburn.com.au
News
Some recent media articles from the regulatory investigation in the USA that went to trial recently:
Australian leaders in class actions.
Our reputation for excellence in class actions is unparalleled, having recovered more than $4.3 billion for clients.
We are the only Australian class actions firm to deliver $100m+ settlements to clients in shareholder and listed securities actions, which we have done on ten occasions.
Lower cost to clients
Biggest recoveries
Most experienced
Australian leaders in class actions.
Our reputation for excellence in class actions is unparalleled, having recovered more than $4.3 billion for clients.
We are the only Australian class actions firm to deliver $100m+ settlements to clients in shareholder and listed securities actions, which we have done on ten occasions.
Lower cost to clients
Biggest recoveries
Most experienced
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