A group of US senators on Thursday introduced a bill aimed at limiting the influence of Big Tech in the online advertising market, signaling that lawmakers will continue their efforts to rein in Big Tech, Reuters reported on Wednesday .
The bill targets companies such as Alphabet, Meta, Amazon and Apple, and seeks to prevent major digital advertising companies from owning more than a portion of the suite of services that allow advertisers to buy ad space.
The bill would affect companies that handle more than $20 billion in digital advertising transactions. If the bill becomes law, it would likely force affected companies to sell off major portions of their advertising business units. It is expected that Alphabet and Mita will be among the companies most affected by the potential law, because advertising represents the main source of income for the two companies.
Alphabet offers a range of integrated advertising services to advertisers, such as Google Adsense, Google Ad Manager, and Google Marketing Platform. The Company displays its ads within the results of its search engine and other partner websites. It also owns YouTube, the world's largest video platform, which provides video ads to advertisers.
Facebook is Meta's main source of revenue, and this allows advertisers to target users based on their demographics, interests, and behaviors. Meta also owns Instagram, WhatsApp, and Messenger, which are popular platforms for social media advertising. In addition, Facebook has an ad network that supports a variety of formats such as image and video ads, and also offers other products and services to advertisers, such as the Facebook Audience Network to display ads on other sites and the Facebook Pixel to track users' online activity in order to target them with ads that are relevant to their interests and my Facebook