The European Commission fined Google 2.95 billion euros for violation of the EU antimonopoly rules, distorting competition in AdTech (AdTech).
This was reported today, September 5, reports the press service of the European Commission.
According to EC, the company preferred its own services with online advertising services to competing suppliers of advertising technologies, advertisers and online publishers.
The commission obliged Google:
- To stop such a practice to give preference to your own services;
- Take measures to eliminate the conflict of interests in the ADTech supply chain.
Google has 60 days to inform the EU on how to plan to do it.
It was noted that the investigation showed that Google dominates the market for publishers advertising servers with their DFP service and the market for buying an open Internet with their advertising Google and DV360. Both markets cover the entire European economic zone.
The EU discovered that, at least from 2014 to this day, Google abused such dominant positions, violating article 102 of the European Union agreement, functioning:
- Providing the advantage of your own ADX ADX margin in the process of choosing an announcement, which is carried out by its dominant DFP advertising server, for example, having reported ADX in advance about the cost of the best offer from competitors that it was supposed to win to win the auction;
- Got the advantage of your Adx Adx advertising. For example, Google’s advertising avoided competing advertisements and mainly ADX tariffs, which made it the most attractive advertising exchange.
The commission came to the conclusion that these actions were aimed at consciously giving ADX a competitive advantage, and perhaps they made it impossible to participate in ADX competitors. This increased the central role of ADX in the supply chain of advertising technologies, as well as the ability of Google to charge a high fee for its services, the European Commission says.
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Source: Racurs
I am David Wyatt, a professional writer and journalist for Buna Times. I specialize in the world section of news coverage, where I bring to light stories and issues that affect us globally. As a graduate of Journalism, I have always had the passion to spread knowledge through writing.