A spokesperson from the NMA said: “The NMA gave evidence to Jason Furman and his panel and we welcome today’s report which concludes that the tech giants have simply become too dominant and the market must now be opened up to ensure greater choice for consumers and competition for businesses.
“One of the report’s main recommendations is for a CMA market study into the digital advertising market which is dominated by two players and suffers from a lack of transparency. The NMA has been calling for the past two years for the government and regulators to investigate this market.
“There is now a growing chorus of voices, from Cairncross to the Lords and Commons Communications Committees, government departments and now the Furman Panel, demanding action. All recognise that distortion and opacity in the digital advertising market is fuelling many of the problems around online harms, data privacy, fake news and damage to a free press.”