New investigation against Google: EU to investigate ad tech business

Google is facing a formal investigation in the EU into its lucrative advertising business. In contrast to previous investigations, this time the entire value chain is at stake.

The EU Commission could initiate formal proceedings against Google's digital advertising business. The investigation is expected to start later this year, Reuters has learned from insiders. Apparently, it is a reaction to a previous unofficial investigation. In January, Google had to fill out two questionnaires from the EU Commission, including one on its advertising business. Now a formal investigation is to follow.

Investigation with a new dimension

The investigation is to look at Google's position compared to advertisers, publishers, intermediaries and competitors, Reuters reports. At issue is whether Google is exploiting its power and making conditions more difficult for other market players.

The EU's antitrust watchdogs have imposed billions of dollars in fines on Google in the past. Google's online advertising business has already been the focus of various investigations. Recently, the French competition authority had criticized Google for favoring its own services and imposed a fine of 220 million euros.

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