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South Korea's KFTC seeks broad review of digital advertising market

( April 13, 2026, 08:01 GMT | Official Statement) -- MLex Summary: South Korea’s antitrust watchdog is commissioning a study on the digital advertising sector, with the project set to run for six months from the contract date. The Korea Fair Trade Commission said the research will examine the market’s structure and competitive conditions across segments including search, display, video, social and in-app advertising, as well as the roles and conduct of platforms, advertisers and ad agencies. It will also analyze transaction structures and pricing factors, including contracts, fees, performance-based billing, data use, ad-effect measurement and linked services, and assess the impact of AI-based advertising tools such as personalized ads, automated bidding and recommendation algorithms. The study will further conduct in-depth competition-impact assessments of at least two current or planned regulations and review relevant approaches in the US, EU, UK and Japan.Notices are attached (in Korean)....

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