Data reviewed by POLITICO shows that Microsoft and Google “ seem to flood smaller search engine partners with unwanted, low-value ads “, while keeping some of the most valuable advertising for the only results offered by the two American giants.
The data, compiled by researchers working in the adtech space (they wish to remain anonymous for fear of damaging commercial relations between Microsoft or Google and smaller search engines), indicates that the two internet giants are transmitting advertisements low value and irrelevant to their downstream syndication partners.
Those “ Spam ads are considered those that have little relevance to the original search, direct users to less reputable online sources, and generate little value for the search engine “says POLITICO.
“ In the long term, such advertisements can prevent users from using alternative search engines like Qwant, Ecosia and DuckDuckGo, and lead them back to engines like Bing and Google, thus negatively affecting the results of smaller players. »
Qwant CEO Raphaël Auphan clarified to POLITICO that the sources of Qwant’s advertisements came from both the Microsoft Advertising marketplace and the Qwant Advertising ad server, but agreed that “ low value ads negatively impact user experience on alternative search engines like Qwant “.
For search engine Ecosia, which relies on searches from web pages indexed on Bing, the European Parliament’s amendments to the DMA could be a game-changer. The changes could allow smaller search players to access other advertising markets and have more influence over the ads displayed on their searches.