GetYourGuide Proposes Changes to Google Travel Ads Amid European Commission Scrutiny

GetYourGuide has taken a significant step by presenting new advertising module proposals to the European Commission, challenging Google’s Travel Ads format. The company argues that Google’s current approach does not comply with the Digital Markets Act (DMA) and unfairly favours its own services over competitors.

Key Takeaways

• GetYourGuide has proposed new advertising modules to the European Commission, challenging Google’s Travel Ads compliance with the Digital Markets Act.
• The company argues that Google’s ad format gives an unfair advantage to its own services and limits control for other advertisers.
• Google defends its ad formats as innovative and compliant, while the European Commission continues its investigation into Google’s practices.

Background of the Dispute

The Digital Markets Act, which came into effect in March 2023, aims to create a level playing field in the digital market by imposing restrictions on major companies, including Google. Following its implementation, the European Commission opened a probe into whether Google is prioritising its own vertical search services, such as hotel bookings, over those of its competitors. GetYourGuide contends that similar issues are present in the experiences sector, where Google’s Travel Ads dominate.

Björn Borrmann, GetYourGuide’s director of policy, stated, “The Digital Markets Act is clear that this must not be the default search experience.”

GetYourGuide’s Proposed Changes to Google Travel Ads

GetYourGuide’s proposals aim to prevent Google from monopolising the experiences sector through its advertising practices. The company suggests that Google should:

1. Eliminate Grouping of Providers: Google should stop combining multiple advertisers into a single ad unit, which limits their control over content and competition.
2. Display Individual Advertisers: Each ad should represent a single supplier, allowing for more effective competition and clearer representation of offerings.
3. Enhance Transparency: Advertisers should have more control over how their brands are presented and the ability to learn from ad performance.

Google’s Defence

In response to GetYourGuide’s claims, Google maintains that its Travel Ads are both helpful and compliant with the DMA. A Google spokesperson stated, “The DMA does not prohibit helpful and innovative Search features and Ad formats, which help people find what they are looking for, and help businesses reach customers.”

Google argues that it provides advertisers with granular controls to manage their ads, including options for images, prices, and other attributes. The company also claims that some of its proposed changes have garnered support from airlines and hotels.

The Ongoing Investigation on Google Travel Ads

The European Commission is expected to release its findings regarding Google’s compliance with the DMA in the coming months. The outcome of this investigation could have significant implications for how Google operates its Travel Ads and the broader online travel advertising landscape.

Conclusion (Google Travel Ads)

As the digital advertising landscape continues to evolve, the tension between GetYourGuide and Google highlights the challenges faced by companies in navigating compliance with new regulations. The proposed changes by GetYourGuide could reshape the way travel ads are displayed, potentially benefiting both advertisers and consumers in the long run.

Sources

• GetYourGuide Shows How Google Should Fix Its Travel Ads, Skift.