SYDNEY, AAP – Australia’s competition watchdog says it needs new powers to curb Google’s dominance in advertising technology that sells ads for sites such as YouTube.

The Australian Competition and Consumer Commission on Tuesday published the findings of an inquiry into advertising technology which claim publishers, advertisers and consumers are disadvantaged.

The findings include that Google prevents rival ad technology services from holding the millisecond auctions which determine the ads served on YouTube.

ACCC chair Rod Sims said a lack of competition meant higher advertising fees.

This ultimately meant consumers would pay more for advertised goods, he said.

The ACCC wants powers including requiring Google to tell publishers of the outcomes of its ad server auctions.

The report is focused on display advertising, rather than search.