The Competition Commission of India (CCI)initiated a consolidated investigation into Google’s alleged anti-competitive practices in India’s digital advertising market. The move follows a fresh complaint filed by the Alliance of Digital India Foundation (ADIF) and brings together four earlier cases into a single, unified probe.
According to the CCI’s order dated August 1, 2025, the complaints pertain to Google’s conduct in the online display advertising segment, focusing on whether the company has misused its dominant position through the integration of its advertising products such as Google Ad Manager, AdX, and DV360.
Consolidation of Complaints
The Commission found that the issues raised by ADIF overlap with those in previously filed cases from the Digital News Publishers Association (DNPA), the News Broadcasters & Digital Association (NBDA), the Indian Newspaper Society (INS), and Capset Infotech. To ensure consistency and avoid duplication, the CCI has clubbed all five complaints into a single investigation, to be carried out by its Director General.
The core allegation in these cases is that Google’s advertising stack, spanning the publisher ad server, ad exchange, and demand-side platform, creates an unequal playing field by favoring its own services and limiting fair competition in the AdTech market.
Structure of the Probe
The CCI has categorized the investigation into three parts:
- Online display advertising services – Currently under formal investigation
- Online search advertising services – Dismissed, as the CCI found these issues were already addressed in prior rulings (Matrimony.com v. Google and Vishal Gupta v. Google)
- Other miscellaneous allegations – Including concerns over transparency in ad review processes and user data handling under the Privacy Sandbox
The CCI clarified that the dismissal of the second issue was based on Section 26(2A) of the Competition Act, which discourages repetitive litigation when no significant change in market conditions has been shown.
Google’s Response
In an official statement, Google acknowledged the CCI’s decision and expressed confidence that its advertising practices are compliant with Indian laws. The company highlighted that it operates in a highly competitive environment, with alternatives such as Amazon Ads, Xandr (Microsoft), The Trade Desk, and JioAds available to publishers and advertisers in India.
Trends in AdTech
According to a report by Grand View Research, India’s digital advertising market is expected to grow significantly, driven by rising smartphone usage, increased internet penetration, and the expanding adoption of programmatic advertising in the Asia Pacific market, along with China.
The global report estimates that the Asia Pacific digital advertising market is projected to grow at the fastest CAGR of over 17% from 2025 to 2030. In this context, regional and country regulatory scrutiny becomes essential to ensure transparency, innovation, and equitable access across the digital advertising value chain.
What Lies Ahead
This investigation is part of broader efforts by Indian regulators to address the growing influence of global tech firms. While no penalties or directives have been issued yet, the probe’s outcome could lead to regulatory action or policy changes in India’s digital advertising sector. The Commission’s decision reflects its intent to ensure fair competition in one of the country’s most dynamic digital industries. The investigation is ongoing, and its findings are likely to influence future policy directions and platform practices in India’s online advertising space.
