Submission to ACCC Ad-tech Inquiry – Issues Paper

The ACCC’s current consideration of competition and efficiency in markets that supply digital advertising technology services and digital advertising agency services (collectively referred to as “digital advertising services” in this submission) is an important step following the broader Digital Platforms Inquiry. We agree with the ACCC’s previous conclusion1 that these markets are characterised by opacity – both for consumers trying to make informed choices regarding their exposure to online advertisements, and for advertisers trying to understand the factors that influence the display of online advertising. This inquiry is a chance to deepen understanding of these markets and, most importantly, provide an evidence-base for interventions that prevent concentrations of market power and drive positive consumer outcomes.