Reports by Bloomberg said that there is a possibility of Google to face an antitrust probe by Federal Trade Commission (FTC) of United States of America. The antitrust will be because of the display of the advertising business. FTC is trying to figure out whether Google has made an illegal use of its strong position in the market in order to curb the competition. Investigators and reporters are all tending to find out whether Google has used its display ads in order to push the companies to use the services of the company.
Bloomberg also reached out to Google for new investigation but Google did not comment on this report. It is assumed by Bloomberg that FTC will go further in its investigation. The main focus of the investigation will be to find out whether the giant web search engine has really used its dominance to squeeze out the other competitors in the advertising market. Its dominance in the display ad business is a big question on the reputation of the business. Reports confirmed that Google has earned revenue of about $2.26 billion in 2012 to from ads.
Reports of e-marketer said that it is likely that the company will hit $3.11 billion this year. The same report also confirmed that it owned about 17.6 percent of the display market of ads. It is then followed by Yahoo and Facebook. It is quite strange but it is true that FTC and Google are old acquaintances. Both have them have been regularly spared for about two years. The latest antitrust probe was settled by FTC latest with Google after a long investigation going on with 20 months.
Reports say that Google also agreed that it will change the voluntary strategies that included the ways of handling the Adwords campaign of the company. The investigation does not end up in United States of America and is still facing in Europe with similar charges. Google then proposed to settle the investigation by the European Commission into the business practices. The charges are the same. Even Canada is planning to look into and investigate the work practices of the giant search engine.