SYDNEY (Reuters) -Google dominates Australia’s online advertising market to the point of harming publishers, advertisers and ultimately consumers, the country’s antitrust regulator said, calling for new rules to rein in the Big Tech giant.

A report by the Australian Competition and Consumer Commission (ACCC), published on Tuesday, said more than 90% of clicks on advertisements traded through the Australian “ad tech” supply chain passed through at least one service owned by the Alphabet Inc unit in 2020.