EU launches new investigation of Google, this time over digital ad technology
LA TimesEuropean Union regulators have launched a fresh antitrust investigation of Google, this time over whether the U.S. tech giant is stifling competition in digital advertising technology. The European Commission said Tuesday that it had opened a formal investigation into whether Google violated the bloc’s competition rules by favoring its own online display advertising technology services at the expense of rival publishers, advertisers and advertising technology services. The investigation underscores European concerns about Google’s dominance in the online advertising industry and whether it’s exploiting its data advantage to cement its position in the display ad market, which the EU estimates is worth $24 billion annually. We will continue to engage constructively with the European Commission to answer their questions and demonstrate the benefits of our products to European businesses and consumers.” The investigation signals a renewed effort by Margrethe Vestager, the EU commission’s competition chief and executive vice president for digital, to rein in Google’s market power. “We are concerned that Google has made it harder for rival online advertising services to compete in the so-called ad tech stack,” Vestager said.