FTC Proposes Orders Against Major Ad Agencies Over Alleged Collusion on Digital Ad Standards

S. advertising agencies, including WPP, Publicis, and Dentsu, which targeted conservative and independent news outlets such as The Federalist. The FTC stated that the alleged scheme, which began in 2018, sought to demonetize these outlets by hindering their ability to generate ad revenue.

The agencies reportedly colluded to impose common brand safety standards across the digital advertising industry, operating through trade associations to establish a common Brand Safety Floor aimed at combating misinformation. According to the FTC, NewsGuard and the Global Disinformation Index contributed to standards that restricted ads on sites flagged for disinformation, including those with certain political content.

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advertising agencies from entering agreements that set common brand safety standards or restrict advertising based on politically motivated criteria. S. District Court for the Northern District of Texas.

Omnicom and IPG are also subject to a similar FTC order. The proposed deal requires approval by a federal judge to be finalized.