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

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The unprecedented decision to push for such a breakup marks a significant escalation by Brussels in its crackdown on Silicon Valley digital giants, and follows a similar move by U.S. authorities seeking to bust Google's alleged monopoly.

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

“Our advertising technology tools help websites and apps fund their content, and enable businesses of all sizes to effectively reach new customers," said Dan Taylor, Google vice president of global ads. "Google remains committed to creating value for our publisher and advertiser partners in this highly competitive sector.

Vestager added that if Google sold off, for example, its real-time marketplace for buying and selling ads or a tool for publishers to manage their ads, “we would put an end to the conflicts of interest.” Google's ad tech business is also under investigation by Britain's antitrust watchdog and faces litigation in the U.S. that calls for the company to divest its digital ad tools.

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EU regulators order Google to break up digital ad business over competition concernsEuropean Union antitrust regulators are taking aim at Google’s lucrative digital advertising business, ordering the tech giant to sell off some of its ad business to address competition concerns. The European Commission said Wednesday that its preliminary view after an investigation is that “only the mandatory divestment by Google of part of its services” would satisfy the concerns. The European Union has led the global movement to crack down on Big Tech companies but rather than splitting up businesses it has previously issued blockbuster fines. That includes three antitrust penalties for Google worth more than 8 billion euros, now $8.6 billion.
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