Google must break up digital ad business over competition concerns, European regulators say

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EU antitrust regulators have taken aim at Google’s lucrative digital advertising business in an unprecedented decision, saying that the tech giant must sell off some of its ad business to address competition concerns.

— but it has previously relied on issuing blockbuster fines, including three antitrust penalties for Google worth billions of euros .

Google can now defend itself by making its case before the commission issues its final decision. The company said it disagreed with the finding and “will respond accordingly,” with the EU’s investigation focusing on a narrow part of its ad business. European Commission Vice President Margrethe Vestager says Google is dominant on both sides of the ad-selling market. Google abused that position by favoring its own ad exchange, reinforcing its ability to charge a high fee for its services, the commission said.

 

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