EU wants to investigate the ad tech business
Google’s advertising business is in the focus of the cartel watchdogs. (Photo: BigTunaOnline / Shutterstock)
Google threatens a formal investigation into the lucrative advertising business in the EU. In contrast to previous investigations, this time it is about the entire value chain.
The EU Commission could initiate official proceedings against Google’s digital advertising business. The investigation should start later this year, like Reuters learned from insiders. Apparently it is a reaction to a previous unofficial investigation. In January, Google had to fill out two questionnaires from the EU Commission, including one on the advertising business. A formal procedure is now to follow.
Investigations with a new dimension
The determination should relate to Google’s position compared to advertisers, publishers, intermediaries and competitors, as reported by Reuters. The point is whether Google is using its power and making conditions difficult for other market participants.
The EU’s antitrust watchdogs have fined Google billions in the past. Google’s online advertising business has already been the focus of various investigations. The French competition authority recently criticized Google for giving preference to its own services and imposed a fine of 220 million euros.
