Regulators Cite Abuse of Market Dominance
The European Commission has hit Google with a €2.95 billion penalty, ruling that the company misused its dominant role in the online advertising market. Officials found that Google prioritized its own ad exchange and publisher services, limiting competition and reducing options for advertisers and media outlets.
Google Given 60 Days to Respond
Authorities have instructed Google to submit a corrective plan within two months. Regulators warned that if the proposed solutions are insufficient, they may escalate with stronger interventions, including the potential separation of parts of Google’s advertising operations. Google said it intends to appeal the ruling, asserting that its advertising tools provide value to businesses and publishers alike.
Industry Reactions Mixed
Publishing groups welcomed the fine as a step toward fairer competition, while advertising agencies said the decision could open the market to new competitors. The ultimate effect on the ad-tech landscape will depend on the remedies approved by Brussels and the outcome of Google’s appeal before the EU courts.
