Brussels accuses google of favoring its own ad tech services: A closer look

Brussels accuses google of favoring its own ad tech services: A closer look

In a significant development, the European Commission has formally accused multinational technology giant Google of abusing its dominant position by favoring its own ad tech services over rival providers.

This marks the fourth case filed against Google by Brussels, following previous allegations of monopolistic practices in areas such as Android, Google Shopping, and Adsense for Search. The Commission believes that Google’s actions have not only harmed competition but also violated EU competition rules.

Google’s dominance in ad tech

Google plays a critical role as an intermediary between publishers and advertisers, enabling them to reach wider audiences and measure the impact of their campaigns through ad tech tools and programs.

These tools include Google Ads and DV 360 for real-time campaign placement, DoubleClick for publishers as an ad server for publishers, and the AdX ad platform. With its extensive presence in the ad tech sector, Google holds a dominant position, which Brussels argues it has exploited to favor its own services.

European commission’s investigation

European Commission initiated an investigation into Google’s ad tech practices in June 2021, highlighting concerns over the company’s alleged preferential treatment of its own services at the expense of rival providers.

After a thorough examination, the Commission has now sent a statement of objections to Google, formally accusing the company of anticompetitive behavior. This accusation reflects the Commission’s view that Google’s conduct is unlikely to be rectified through mere commitments to change its practices, necessitating more substantial measures.

Alleged abuses

According to the European Commission, Google’s actions have resulted in the unfair advantage of its own ad tech services over competitors. By favoring the online visibility of its services, Google has allegedly undermined the market position of rival providers, impeding fair competition and stifling innovation.

Brussels considers it improbable that Google’s behavior can be rectified without significant intervention, suggesting that divesting a portion of its business may be the only viable solution.

Implications for Google

If found guilty of the alleged anticompetitive practices, Google could face severe penalties and be compelled to divest certain parts of its ad tech business. The European Commission has the authority to demand the disposal of specific services that it deems necessary to restore fair competition in the market.

Such a decision, if reached, would have far-reaching consequences for Google’s operations in the European Union and could potentially reshape the ad tech landscape.

Previous cases against Google

This accusation by Brussels is not the first time Google has faced scrutiny for its market dominance. In the past, the company has been accused of leveraging its position in various sectors to gain unfair advantages.

European Commission has previously fined Google a total of around 8 billion euros in three separate cases related to Android, Google Shopping, and Adsense for Search. These fines underscore the Commission’s commitment to enforcing fair competition and preventing monopolistic practices in the European market.

Potential remedies

To address the alleged antitrust violations, the European Commission may require Google to divest certain parts of its ad tech business. This could involve the sale of specific services or the imposition of behavioral remedies to ensure fair competition.

The ultimate goal of any remedies imposed would be to restore a level playing field for all players in the ad tech sector and foster innovation and choice for advertisers and publishers.

Industry impact

The outcome of Brussels’ case against Google will have far-reaching implications for the ad tech industry as a whole. If the European Commission’s accusations are upheld, it would send a strong message to other dominant players in the market and potentially prompt similar investigations into their practices.

Additionally, it could create opportunities for smaller ad tech companies to gain market share and challenge the dominance of tech giants like Google, leading to a more diverse and competitive landscape.

Google’s response

Google has consistently denied any wrongdoing, maintaining that it operates within the bounds of competition law and supports a healthy digital advertising ecosystem. The company has stressed its commitment to working with the European Commission to address any concerns and find a mutually agreeable resolution.

However, the outcome of the case remains uncertain, and Google will need to mount a robust defense to counter the allegations put forth by Brussels.


European Commission’s formal accusation against Google for favoring its own ad tech services represents a significant step in the ongoing battle to ensure fair competition in the digital advertising industry.

As the case unfolds, it will be crucial to closely monitor the decisions and potential remedies imposed by the European authorities. Outcome of this case could reshape the ad tech landscape, foster innovation, and set a precedent for future investigations into the practices of dominant players in the market.