How the European Commission’s new antitrust case against Google could break up its adtech business
By Marty Swant
With yet another antitrust case filed against Google, the European Union has made its first official suggestion to potentially break up the giant’s massive adtech business.
The European Commission yesterday accused the tech giant of abusing its dominance in ways that have harmed competitors and publishers while also increasing advertiser costs. In a statement about the complaint, EU antitrust chief Margrethe Vestager said Google has a “very strong market position” in the online advertising sector as it collects users’ data, sells ad space and acts as an intermediary.
“Google is present at almost all levels of the so-called adtech supply chain,” Vestager said. “Our preliminary concern is that Google may have used its market position to favour its own intermediation services … If confirmed, Google’s practices would be illegal under our competition rules.”
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Source:: Digiday
