Google has long held a key position in which it’s able to collect data allowing advertisers to target ads, as well as sell ad space and provide the technology that allows for advertisers to find publishers to sell their space.
The EU first opened a probe into Google’s ad tech practices in 2021. The commission’s investigation has been examining how the company may have obstructed rivals’ access to user data for online advertising as well as how it may have ring-fenced data for its own use.
Google’s agreement with Meta Platforms Inc. as part of the Open Bidding program had originally been part of the probe, but was ditched in late 2022. In September 2022, the investigation was broadened after the Portuguese competition authority submitted new evidence.
The UK’s competition authority has also been probing Google’s ad-tech practices and litigation against the firm’s behavior is ongoing in the U.S.
At the same time, Google is continuing to fight its EU antitrust fines in the courts, including a landmark €4.34 billion penalty for how it runs its Android mobile operating system.
EU judges trimmed that penalty to €4.125 billion last year, but Google is challenging the case at the bloc’s highest court.
—Bloomberg News
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