On Wednesday, European Union regulators informed Google that it “breached EU antitrust rules by distorting competition in the advertising technology industry.” Regulators seek to break up the US multinational technology company’s advertising empire.
The European Commission, the European Union’s antitrust regulator, said, “Google abused its dominant positions” in the buying and selling of online ads across third-party apps and websites.
The commission said that its preliminary view is Google must sell segments of its ad business to resolve the “inherent conflicts of interest” in digital advertising. However, there was no mention of what was to be sold. Regulators said Google “holds a dominant position” on “both sides of the market with its publisher ad server and with its ad-buying tools.”
“The Commission preliminarily finds that, in this particular case, a behavioural remedy is likely to be ineffective to prevent the risk that Google continues such self-preferencing conducts or engages in new ones. Google is active on both sides of the market with its publisher ad server and with its ad buying tools and holds a dominant position on both ends. Furthermore, it operates the largest ad exchange. This leads to a situation of inherent conflicts of interest for Google. The Commission’s preliminary view is therefore that only the mandatory divestment by Google of part of its services would address its competition concerns.”
source zerohedge.com
