Britain fears that the ad tech stack chain and the services that mediate ad tech may be favouring Google since Google owns the intervening components. It works to the detriment of the rivals, their customers and consumers in general.

The Competition and Markets Authority (CMA) has created Digital Markets Unit (DMU) within it empowering it to suspend, block or reverse decisions made by technology firms such as Google and Facebook and to impose financial penalties for non-compliance.

Big Tech should be more transparent about how they use consumer data, and advertising practices must adapt to the changing expectations around how data is collected and used.