In today's Digest, we discuss Teads case against Google, Apple's challenge to the UK's encryption data demands, and the Australian ad market's return to growth.

Teads to sue Google

Teads has sued Google, alleging some of its anti-competitive ad practices never actually stopped. AdWeek reports that the 85-page suit claims Google's practices cost rival exchanges roughly 6.88 trillion impressions between 2017 and 2023.

Teads' CEO David Kostman told Adweek: “We believe Google’s practices artificially suppressed fair competition and hindered innovation,”

Teads is the fifth SSP to sue Google in a year, following Index Exchange, Magnite, OpenX and PubMatic, after an April 2025 ruling found Google's ad tech practices unlawful. Google called the claims "meritless."

Apple challenges UK encryption data demands

Apple has renewed its legal fight against the UK government over demands for access to encrypted user data, challenging what it argues could undermine the security of its customers’ information. The iPhone maker has filed a complaint with the Investigatory Powers Tribunal (IPT) against a government-issued technical capability notice requiring access to encrypted iCloud backups belonging to UK users.

The dispute follows a previous confrontation between Apple and UK authorities over attempts to introduce a broader encryption access mechanism, which was later withdrawn after opposition from the US. However, the UK government issued a revised notice targeting British users only, prompting Apple to challenge the legal powers behind such requests. A hearing to determine how Apple’s challenge will proceed alongside existing legal action against similar government powers is expected next month.

Australian ad market returns to growth

Advertising spending returned to growth in June, rising 0.3% year-on-year based on media agency bookings, according to Guideline SMI data. The market is expected to see further gains as delayed digital bookings are added, with the first six months of the calendar year recording overall growth of 0.4%. Digital, outdoor, cinema and newspaper advertising all posted year-to-date increases, while the full financial year remained 2% lower than the previous period due to comparisons affected by the federal election in 2025.

Growth in June was driven by several key sectors, including government advertising, which surged 50.1%, alongside increases in food, restaurants, wealth management and automotive categories. Radio advertising grew 5.2%, while retail online was the strongest-performing digital format, climbing 44.1%. Streaming video and programmatic outdoor also recorded strong gains, with Guideline SMI noting that advertising demand continued to improve in the second half of the financial year.