How Google should fix its travel ads

GetYourGuide has proposed new advertising modules to the European Commission, claiming Google Travel Ads violate the Digital Markets Act

GetYourGuide aims to prevent Google from dominating the sector with its own vertical search service and from grouping multiple advertisers into a single Google Travel Ad. The platform argues that this limits control over content and competition.

Key takeaways

• GetYourGuide claims Google violates the competition act by combining providers in one ad unit, comparing prices and ratings, which turns Google Travel Ads into a vertical search service;
• Unlike Google’s booking module, which displays multiple vendors with single products and limited competition, GetYourGuide’s proposed format highlights one advertiser offering various tours;
• The Digital Markets Act does not explicitly ban Google from grouping providers in a single ad. The European Commission is expected to release findings from its investigation into Google’s DMA compliance in the coming months.

Get the full story at Skift (subscribers only)