In its case targeting how Google buys and sells online advertising in Canada, the Competition Bureau says the company "has abused its dominant position." But those who study the tech giant say reducing its market influence won't be easy.

Vice-president of global ads at Google said the complaint ‘ignores the intense competition where ad buyers and sellers have plenty of choice and we look forward to making our case in court’

The lawsuit, filed with the Competition Tribunal, follows a multi-year investigation into Google's dominance in the digital advertising market. According to the Bureau, Google holds a market share of 90 percent in publisher ad servers, 70 percent in advertiser networks, 60 percent in demand-side platforms, and 50 percent in ad exchanges in Canada.

Canada's Competition Bureau is suing Alphabet's Google over alleged anti-competitive conduct in online advertising, the antitrust watchdog said on Thursday.

Canada's Competition Bureau is suing Alphabet's Google over alleged anti-competitive conduct in online advertising, the antitrust watchdog said on Thursday.

Canada's competition watchdog filed a lawsuit against Google on Thursday, accusing the U.S. tech giant of having abused its dominance in the advertising technology space to maintain its market superiority.

Canada's antitrust regulator is suing Alphabet's Google over alleged anti-competitive conduct in its online-advertising business, in the latest regulatory challenge to the tech giant's dominance.

“The Bureau’s investigation found that, in Canada, Google is the largest provider across the ad tech stack for web advertising and has abused its dominant position through conduct intended to ensure that it would maintain and entrench its market power,” read the release.

The Competition Bureau is suing Google over alleged anticompetitive conduct in the tech giant’s online advertising business and wants the company to sell off two of its services and pay a penalty.

In its case targeting how Google buys and sells online advertising in Canada, the Competition Bureau says the company "has abused its dominant position." But those who study the tech giant say reducing its market influence won't be easy.

Canada’s Competition Bureau is taking legal action against Google, aiming to dismantle parts of the tech giant’s advertising business. The agency announced on Thursday that its investigation revealed Google allegedly abused its dominant position in programmatic web advertising to entrench its market power.