EU Antitrust Complaint Looms Over Google’s Ad Tech Dominance.
The European Union has filed a formal antitrust complaint against Google, which could result in additional fines and a strike against the advertising technology that generates the majority of Google’s revenue. The European Association is probably going to declare the alleged assertion of complaints on Wednesday. The EU will file yet another antitrust complaint against the search giant as a result of this.
Prior, the EU antitrust watchdog had previously forced punishments adding up to more than €8 billion on the American MNC. According to people who spoke on the condition of anonymity, the new charges will target the core of the ad tech business model of the Alphabet Inc. unit. With approximately 80% of its annual revenue coming from advertising, Google’s business is by far its most successful. In 2022, its promotion deals added up to about $225 billion. Companies that break antitrust laws can be fined up to 10% of their global sales under EU regulations. Before and after penalties are imposed, businesses have the right to defend themselves.
The European Commission began its investigation into Google’s ad tech practices in 2021. The commission has been looking into the possibility that Google prevented competitors from accessing user data for online advertising. The EU commission is also looking into whether the company has data that has been restricted for its own use.
The Investigation originally included Google and Meta Platforms’ Open Bidding program, which was terminated in late 2022. However, the investigation was expanded in September 2022 when new evidence was provided by the Portuguese competition authority.
Google is additionally confronting an antitrust test in the UK. The opposition authority examining the organization’s promotion tech rehearses. The tech goliath is likewise confronting one more prosecution over its conduct in the US. Google is fighting its EU antitrust fines in court, including a historic €4.34 billion penalty for how it operates its Android mobile operating system.
