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EU antitrust officials are investigating Google's vast ads business

June 22, 2021. Summarized by summa-bot.

Compression ratio: 26%. 1 min read.

A view of Google logo on a Google building GRCQ1 in Dublin's Grand Canal area, during Level 5 Covid-19 lockdown. On Friday, 22 January, 2021, in Dublin, Ireland. (Photo by Artur Widak/NurPhoto via Getty Images)

The European Union has launched an antitrust investigation into Google's vast advertising business, claiming that the company may have disadvantaged rival services, making it harder for brands to reach consumers and for publishers to fund their content.

London (CNN Business)The European Union has launched an antitrust investigation into Google's vast advertising business, claiming that the company may have disadvantaged rival services, making it harder for brands to reach consumers and for publishers to fund their content.

So Google is present at almost all levels of the supply chain for online display advertising," EU chief antitrust official Margrethe Vestager said in a statement.

"We are concerned that Google has made it harder for rival online advertising services to compete in the so-called ad tech stack. "

France's competition authority fined Google €220 million ($270 million) earlier this month "for abusing its dominant position" in the market for online advertising to the detriment of rival platforms and publishers.

Google provides several ad tech services that intermediate between advertisers and publishers in order to display ads on websites or mobile apps.

According to Google, competition in online advertising has made ads more affordable, reduced ad tech fees and created more options for publishers and advertisers.

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