Brussels has launched a resounding notice to the technology industry: 2,950 million euros of fine to Google for abusing its position in the digital advertising market, As announced today the European Commission. The investigation points to self -preference practices that reinforced their domain in the Adtech chain and harmed competitors, advertisers and editors. The Community Executive suggests that the solution could go uninverting part of their advertising business. It is a movement that raises pressure on large technological ones and reinforces the regulatory role of the European Union.
The case has a long journey in Brussels. The European Commission started in 2021 A file on Google’s power in the digital advertising sector, after detecting indications of dominant position abuse. In 2023 a specifications were issued that the company answered at the end of that year. The research analyzed Google activity in strategic markets such as the DFP advertisements and Google Ads and DV360 programmatic purchase tools, both with presence throughout the European economic space.
What Brussels has ordered and what Google is played
The core of the decision is in self -preference. The commission argues that, at least since 2014, Google took advantage of its domain on the DFP advertisements and in the Google Ads and DV360 tools for Grant advantages to your own platformA ADX. DFP warned ADX on the value of rival offers, and purchase tools prioritized participating in that same platform. This dynamic would have reduced competition and consolidated Google’s power in the advertising chain. For Brussels, it is a behavior designed to reinforce its position and its ability to collect high rates.
Brussels set the sanction of 2,950 million euros based on its 2006 standards for anti -political fines. The calculation took into account “various elements, such as the duration and severity of the infraction, as well as ADX’s business volume in the EEE.” The commission defends that the amount is proportionate to the infraction and necessary to avoid new self -preference practices. The figure makes this file one of the most significant in the field of digital competence in Europe, reinforcing the role of the body as a regulator.
The commission has given Google 60 days to present a plan that ends the conflicts of interest detected in the advertising chain. Once received, Brussels will evaluate whether the proposed measures really eliminate these practices. In its decision, the agency has already advanced its preliminary position: Only a partial disinvestment of advertising services I would solve the root problem. If Google’s proposal does not meet the criteria, the European regulator may impose structural remedies.
Brussels hardens their pulse with technological while in Washington political discourse intensifies. Donald Trump published last month A message in Truth social criticizing laws and digital regulations that, according to him, “are designed to harm or discriminate against US technology companies.” He warned that it will impose tariffs and restrictions on countries that maintain these policies. Although he did not explicitly mention the European Union, its administration has repeatedly shown its discomfort with the measures against companies such as Google, Meta or X.
The scope of this sanction goes beyond Google. Brussels seeks to reduce the dependency of editors and advertisers of a single intermediary, which could promote the Competition in digital advertising services. A mandatory divestment would open space for rivals in key segments such as advertisements and programmatic purchase platforms. The sector, accustomed to operating under the control of a few technological giants, could see changes in prices, access to commercial data and conditions. The EU thus reinforces its role as a referee in strategic digital markets.
“Today’s decision shows that Google abused its dominant position in advertising technology, harming editors, advertisers and consumers. This behavior is illegal according to the EU antimonopoopoolio standards. Google must now present a serious solution to address their conflicts of interest and, if it does not, we will not hesitate to impose forceful measures,” said the Spanish commissioner Teresa Teresa Ribera, responsible for the competence of the community.
Beyond the economic sanction, the decision of Brussels gives legal basis to those affected to claim. European regulations establish that commission resolutions are conclusive evidence that the infraction occurred. The Antitrust Damage Directive, together with a practical guide on the calculation of damages, facilitates that companies and individuals Get compensation. Thus, this case not only seeks to correct the market, but also repair those who suffered the consequences of the practices that reinforced Google’s domain in digital advertising.
Just days ago, Google dodged in the United States the scene of selling Chrome. However, Europe has opened a new front: the possibility of forcing him to separate part of his advertising business. The plan that the company present in Brussels will be key to defining the outcome. If it does not convince, the European case could exceed the American process in impact, sitting a precedent that would affect the entire technological sector.
Images | Alex doubt
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