CCI launches probe into Google’s AdTech stack after start‑up complaints

India’s Competition Commission (CCI) has ordered a formal investigation into Google’s AdTech stack following a complaint filed in 2024 by the Alliance of Digital India Foundation (ADIF), which represents Indian start‑ups. The probe focuses on Google’s practices in the online display advertising ecosystem, particularly tying its ad server, exchange, and demand‑side platform together in ways that may harm competition.

On August 1, CCI issued two key orders. The first splits ADIF’s complaint into three separate pieces: one related to Google’s AdTech dominance in display ads, one concerning Google’s search ad policies, and a third linked to ad review transparency and the Privacy Sandbox. The second order dismisses the search‑related allegations, saying they mirror previous inquiries—including a 2012 case by Matrimony.com—and re‑investigating would be redundant.

Google's other case

For the display ad case, CCI has directed its Director General (DG) to conduct a consolidated investigation by merging this latest complaint with existing probes on similar allegations—many from publishers and news associations lodged in 2021 through 2024. ADIF alleges Google abuses its dominance by self‑preferring its own products: bundling of Google Ad Manager (formerly DoubleClick for Publishers), Google AdX exchange, and DV360 demand‑side platform; and restricting rival adoption.

The regulator has stated it is “prima facie satisfied” that these practices warrant scrutiny under Section 4 of the Competition Act, flagging potential foreclosure of competition. Google, for its part, has denied the allegations, citing a competitive AdTech landscape in India including players like Amazon Ads, Trade Desk and Xandr, and pledged full cooperation.

In a parallel outcome, CCI rejected ADIF’s search‑related complaint, explaining that those issues had already been adjudicated in past cases like the Matrimony Order and Vishal Gupta matter. The regulator emphasised that re‑examining them without new material facts would have been “a waste of time and public resources.”

Read more on the CCI anti-trust case

This latest investigation continues CCI’s multi‑front antitrust campaign against Google. In 2022, Google was fined ₹936 crore over its Play Store billing and ₹1,337 crore for abuse in Android device licensing. Other investigations cover Android TV, news aggregation and app-store policies.

For marketers, publishers and media buyers in India, this probe could reopen dialogue around transparency, auction fairness and platform choice outside Google’s ecosystem. A ruling that fragments Google’s stack could pave the way for greater competition in DSPs, exchanges and ad management tools.

The investigation timeline remains unspecified, but given the magnitude of overlapping cases, a consolidated DG report could take months. The outcome has the potential to reshape digital advertising economics in India—especially for emerging platforms and publishers battling Google’s dominance.