EU launches antitrust investigation into Google’s advertising technology


The European Commission has turn on Antitrust investigation into Google’s alleged violation of competition law through its advertising technology policy. The regulator, which has been conducting informal consultations on the investigation for the past two years, will now assess whether Google supports its services by restricting competitors’ access to user data for advertising purposes.

As part of an extensive investigation, the committee will investigate Google’s display and video advertising on YouTube, Google’s advertising management platform and inventory market Ad Manager and AdX, as well as the user data restrictions it imposes on third parties, including online advertising competitors. , Publishers and general advertisers.The regulator will also review Google’s decision to terminate individual user tracking on Chrome and Android as part of it Privacy sandbox Variety.

“Online advertising services are at the core of how Google and publishers make money from online services,” said Margrethe Vestager, head of EU antitrust. “We are worried that Google will make it more difficult for competitors’ online advertising services to compete in the so-called ad technology stack.”

As the committee pointed out, there is no statutory deadline for ending antitrust cases. This ultimately means that an investigation that has been informally brewing for two years may take the same length of time to reach its climax. If Google is found to have violated antitrust rules, it will be fined and remedy. Although, not the first time.

The EU has fine Google abuse Advertising practice It happened three times between 2015 and 2018.The privacy sandbox of Internet giants is also Under investigation in England.

Google said it will cooperate with the European Commission to show the advantages of its advertising products to businesses and the public. A Google spokesperson said in a statement: “Every day, thousands of European companies use our advertising products to reach new customers and fund their websites.” “They choose them because they are competitive and Effectiveness. We will continue to engage constructively with the European Commission, answer their questions, and demonstrate the benefits of our products to European companies and consumers.”

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