EU Regulators Identify Market Abuse
The European Commission has hit Google with a €2.95 billion fine, determining that the company abused its dominant position in the online advertising sector. Investigators concluded that Google favored its own ad exchange and publisher tools, limiting competition and restricting choices for advertisers and media organizations.
Firm Must Outline Remedial Measures
Brussels has given Google 60 days to propose changes to address the problematic practices. Authorities warned that if the plan falls short, they could implement stronger interventions, including the potential break-up of parts of Google’s advertising operations. Google stated it intends to appeal the ruling, arguing that its advertising solutions benefit the wider ecosystem.
Industry Offers Varied Reactions
Publisher associations welcomed the ruling as a win for fair competition, while advertising agencies suggested it could open the market to alternative platforms. The long-term impact will depend on the effectiveness of the remedies approved and the outcome of Google’s appeal in the EU courts.
