The EU Commissioner is taking the next step in the proceedings against Google.
(Photo: Reuters)
Brussels The EU Commission is taking the next step in important competition proceedings against Google’s advertising business. On Wednesday, the commission demanded that the Internet group sell parts of its advertising services and thus parts of its money machine. The central question here is whether Google has given itself an advantage over its rivals in advertising services and has thereby distorted competition.
“The company collects user data, sells advertising space and acts as an intermediary for online advertising,” said EU Commissioner Margrethe Vestager, who is responsible for fair competition. Google is therefore represented at almost all levels of the adtech industry. “We fear that Google may have used its market position to favor its own brokerage services,” said the politician. This is the result of an investigation by the Commission that has been running since mid-2021.
She sees no other way to make the digital advertising market with Google as a key player compliant with competition law than through a partial sale, said Vestager. “Google is everywhere.” This step is always the last resort in such a process.
More to come.