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Mishi Choudhary, a technology lawyer and online civil liberties activist, explained why jurisdictions in different parts of the world are looking into Google’s actions in the ad-tech space. She said: “…Google not only sells advertising on its own websites and apps, but between the advertisers who want to place their ads online and the publishers, it also fits in completely there. And these advertisers and publishers are relying on this ad tech industry’s digital tools for the placement of real-time ads which are not linked only to a search query. Now, it could be banner ads, it could be programmatic ads. Now, those buying tools which have been at least a discussion in the Virginia case, in the EU case etc, Google is the one which is providing all of these technologies..but because of that position where you not only control the ad tech, you’re also interested and playing in the field yourself and you compete in that field yourself and you have a dominant position, then how does a regulator which is supposed to make markets more competitive going to address this issue and then ensure that all actors behave in a manner that the playing field is levelled?”