Regulators Cite Market Abuse
The European Commission has fined Google €2.95 billion, concluding that the company leveraged its dominant position in the online advertising sector to favor its own ad exchange and publisher tools. Officials said this behavior reduced competition and limited options for advertisers and publishers.
Google Must Submit Corrective Plan in 60 Days
Brussels has required Google to outline a strategy within two months to address the anti-competitive practices. Authorities warned that failure to provide an adequate plan could lead to stricter measures, including the potential separation of parts of Google’s ad-tech operations. Google confirmed it will appeal the decision, maintaining that its services benefit the broader advertising market.
Industry Response Varies
Media organizations welcomed the ruling as a step toward leveling the playing field, while advertising agencies said it could create room for competing platforms. The overall effect on the ad-tech ecosystem will depend on the remedies approved and the outcome of Google’s appeal in EU courts.
