EU Fines Google €2.95B Over Adtech Practices
The European Union has fined Google €2.95 billion (about $3.5 billion) for abusing its dominance in the digital advertising technology sector. This is the fourth major antitrust action taken by the EU against the tech giant.
Self-Preferencing Allegations
Investigators concluded that Google unfairly favored its own advertising services, including AdX and DFP, while sidelining competitors. Regulators said this limited competition, raised costs for advertisers, and restricted choices for publishers and consumers.
60-Day Deadline for Compliance
The European Commission has given Google 60 days to address the violations. If the company fails to provide effective remedies, the EU could consider structural measures, which may include breaking up parts of Google’s adtech business.
Google’s Response and Global Impact
Google confirmed it will appeal the ruling, maintaining its practices benefit both advertisers and publishers. Meanwhile, similar antitrust challenges are ongoing in the U.S., U.K., and Canada. Former U.S. President Donald Trump criticized the fine, calling it “unfair,” and warned of possible trade retaliation against the EU.
