The Competition Commission of India (CCI) is intensifying its scrutiny of Google's adtech business, raising concerns about potential anti-competitive practices within the online advertising landscape. This investigation could lead to significant changes in how Google operates its adtech services in India.

The probe was initiated after a complaint filed by the Alliance of Digital India Foundation (ADIF) in 2024, alleging that Google is abusing its dominant position in the market. The ADIF claims Google leverages its control over digital platforms to stifle competition in online search and display advertising, which adversely affects Indian businesses. Google reportedly derives 97% of its revenue from advertising, giving it extensive control over the digital platform.

The CCI has been investigating Google for alleged abuse of market dominance since 2021. In August 2025, the CCI ordered a fresh investigation into Google's conduct in the online display-ad market following complaints of anti-competitive practices. The watchdog is consolidating this latest case with other ongoing probes related to similar allegations. The Director General (DG), the CCI's investigative wing, has been directed to submit a unified report examining Google's practices in online advertising and AdTech intermediation services.

The investigation covers Google's AdTech Stack, encompassing ad servers, exchanges, and buying tools. It also includes Google Ads Policies in online search advertising and allegations of leveraging general search dominance to unfairly boost profits. The probe will also look into non-transparent ad review processes and the suppression of competition by removing third-party cookies from Chrome under its Privacy Sandbox initiative.

Google's response to the investigation has been one of cooperation. The company has stated that it is reviewing the CCI's orders and remains confident that its advertising practices have benefited advertisers, publishers, and users, complying fully with competition law.

This probe matters to Indian internet users because publishers allege Google has increased service fees from 9% to over 30% with little explanation on pricing. There are also concerns that Google's control over ad tech could squeeze out competitors and hurt digital media. Given India's status as Google's largest user base and a key part of its AI plans, the outcome of this investigation could significantly shape the future of online advertising and content accessibility.