Europe vs Google | Inside the €2.95 Billion Adtech Antitrust Battle | 9 Points

Delhi / Brussels / Luxembourg

1. Record Fine by European Commission

   • The European Commission has imposed a €2.95 billion fine on Google for abusing its dominance in the online advertising technology (adtech) sector.

   • This is one of the largest antitrust penalties in Europe, aimed at restoring fair competition in digital advertising.

2. Reason for the Fine

   • Google was found guilty of self-preferencing practices in its adtech supply chain.

   • The company allegedly favoured its own Ad Exchange (AdX) by:

     • Giving AdX advance knowledge of competitor bids.

     • Steering ad placements from Google Ads and DV360 towards AdX.

3. Abuse of Dominance

   • Google dominated two key markets in the European Economic Area (EEA):

     • Publisher ad servers via DoubleClick for Publishers (DFP).

     • Programmatic ad buying tools via Google Ads and DV360.

   • These practices harmed advertisers, publishers, and competing adtech firms.

4. Commission’s Orders to Google

   • End all self-preferencing practices immediately.

   • Address conflicts of interest in its adtech ecosystem.

   • Submit a compliance plan within 60 days or face tougher remedies, possibly including divestment of certain services.

5. Duration & Gravity of the Case

   • The abusive conduct stretched from 2014 to the present.

   • Fine calculation was based on the gravity, duration, and Google AdX’s turnover in the EEA.

   • The Commission also considered Google’s past fines for abusing market dominance.

6. Wider Legal Implications

   • The ruling is aligned with ongoing investigations by the US Department of Justice.

   • It sets a precedent for the upcoming US antitrust trial in September 2025.

7. Background of the Investigation

   • Formal proceedings started in June 2021.

   • Google received a Statement of Objections in June 2023, responded in December 2023.

   • Decision falls under Article 102 of the Treaty on the Functioning of the European Union (TFEU).

8. What It Means for Publishers & Advertisers

   • The decision strengthens competition in adtech markets.

   • Publishers and advertisers may seek damages in national courts under the Antitrust Damages Directive.

   • The ruling confirms that Google’s behaviour was illegal, opening doors for compensation claims.

9. Key Quote from EU Leadership

   • Teresa Ribera, EU Vice-President:

     • “Google abused its dominant position in adtech, harming publishers, advertisers, and consumers. Digital markets must be fair, transparent, and trustworthy. If Google fails to provide a serious remedy, stronger actions will follow.”