Brave’s submission to the UK Competition & Markets Authority shows how to fix the RTB market and end Google’s advertising monopoly.

Brave has filed a submission with the UK Competition & Markets Authority that shows that failing to enforce the GDPR enables Google’s monopoly. Brave’s submission also shows gaps in the CMA’s interim report on “Online platforms and digital advertising”.

A functional “real-time bidding” (RTB) market requires two dimensions of data protection enforcement: internal and external.

Google’s monopoly is based on its “internal” data free-for-all. Enforcement of the GDPR would neutralize Google’s unfair data advantage, and give consumers power tantamount to “functional separation” of Google’s businesses.

At the same time, it is also necessary to enforce against the “external” data free-for-all between the thousands of companies in the RTB market.

Brave’s submission concludes with five recommendations for the CMA. Key among these is prevailing upon the UK Information Commissioner to act against the external RTB data breach, and to begin to enforce against Google’s internal data free-for-all.