Google stoppt ein, dass kanadische Werbetreibende die zusätzliche Gebühr für die Steuer der digitalen Dienste gesunken ist

This is where the „passed on to the consumer“ argument gets wobbly. This isn’t a real commodity. In fact, if you accept the premise we could all do with less advertising, it’s the opposite. Yes, the digital services will raise their rates but the buyer need to consider what’s at stake. Thing is if the buyer is still willing to pay the new amount why weren’t they paying it in the first place? Will buying 3% less ad space cost that in profit? I doubt it