Commission Finds Anti-Competitive Behavior
The European Commission has fined Google €2.95 billion, citing abuse of its leading position in the digital advertising market. Regulators determined that Google gave preferential treatment to its own ad exchange and publisher tools, restricting competition and limiting choices for advertisers and media outlets.
60-Day Deadline to Submit Compliance Plan
Brussels has demanded that Google outline a plan to address the issues within 60 days. Authorities warned that if the proposed measures are insufficient, they could take stronger action, including the potential separation of parts of the company’s ad-tech operations. Google stated it intends to challenge the ruling, emphasizing that its advertising services benefit both publishers and advertisers.
Mixed Reactions Across the Industry
Publisher organizations welcomed the decision as a victory for fair competition, while advertising firms suggested it could open the market to other platforms. The actual impact on the digital ad ecosystem will depend on the remedies approved and the outcome of Google’s appeal in the EU courts.
