Watchdog Finds Anti-Competitive Conduct
Google has been fined €2.95 billion by the European Commission for anti-competitive behaviour in the online advertising sector. Investigators determined that the company skewed the market by directing business toward its own ad exchange and publisher tools, reducing opportunities for rivals and narrowing options for advertisers and publishers.
Commission Sets Two-Month Window
Brussels has instructed Google to submit a compliance proposal within 60 days. Officials cautioned that if the company fails to present an adequate plan, tougher remedies — including the possibility of splitting off parts of its ad-tech operations — could follow. Google confirmed it would contest the decision in court, insisting its advertising services support both businesses and consumers.
Industry Reactions to the Ruling
Publisher groups applauded the judgment as a significant win for fair competition, while advertising agencies said it may create room for alternative platforms to compete more effectively. The eventual effect on the digital advertising landscape will depend on the remedies approved by regulators and the outcome of Google’s legal appeal.
