EU fines Google 2.95B for adtech self-preferencing

The European Commission on Friday fined Alphabet Inc.s Google 2.95 billion euros, ruling that the company abused its dominant position in online advertising technology by systematically favoring its own services and undermining fair competition across the bloc. The sanction, announced after an investigation that began in 2021, orders Google to stop self-preferencing practices and to propose remedies within 60 days or face further measures, including the possibility of structural divestitures.

Brussels said its probe, prompted by a complaint from the European Publishers Council, found that Google gave unlawful preferential treatment to its ad exchange, known as AdX, and used information from its publisher-facing tools such as Google Ad Manager to disadvantage rival adtech platforms. Teresa Ribera, the European Commission official in charge of competition policy, said the company had abused its market power to the detriment of publishers, advertisers and consumers and must address inherent conflicts of interest along the adtech supply chain.

Google said it would appeal the ruling. LeeAnne Mulholland, the companys global head of regulatory affairs, called the decision unjustified...