In its case targeting how Google buys and sells online advertising in Canada, the Competition Bureau says the company "has abused its dominant position." But those who study the tech giant say reducing its market influence won't be easy.

Canada's antitrust watchdog is suing Google to force the breakup of the company’s ad tech unit. In a statement published Thursday, during the US Thanksgiving holiday, the Competition Bureau said a “thorough” investigation had found that Google had abused its dominant position in programmatic web advertising to “maintain and entrench its market power.

Canada’s Competition Bureau is taking legal action against Google, aiming to dismantle parts of the tech giant’s advertising business. The agency announced on Thursday that its investigation revealed Google allegedly abused its dominant position in programmatic web advertising to entrench its market power.

Canada's Competition Bureau is suing Alphabet's Google over alleged anti-competitive conduct in online advertising, the antitrust watchdog said on Thursday.

Vice-president of global ads at Google said the complaint ‘ignores the intense competition where ad buyers and sellers have plenty of choice and we look forward to making our case in court’

“The Bureau’s investigation found that, in Canada, Google is the largest provider across the ad tech stack for web advertising and has abused its dominant position through conduct intended to ensure that it would maintain and entrench its market power,” read the release.

The Competition Bureau is suing Google over alleged anticompetitive conduct in the tech giant’s online advertising business and wants the company to sell off two of its services and pay a penalty.

Canada's antitrust watchdog said an investigation into Google found that the company “unlawfully” tied together its ad tech tools to dominate the market.