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Google’s ad trading reportedly faces biggest threat with EU antitrust probe

19:58, 19 June 2021
Google’s ad trading reportedly faces biggest threat with EU antitrust probe Photo: pixabay

EU antitrust regulators set to open a formal investigation into Google's lucrative advertising business before the end of the year, Reuters reported, according to their sources.


In the last decade, the European Union antitrust regulators fined the company more than $9.8 billion for blocking rivals in online shopping, Android smartphones, and online advertising.

According to eMarketer, Google dominates the digital advertising market worldwide with 27.5% of all global ad spending and 28.9% of the US ad market. The company made $147 billion in revenue from online ads last year. Ads on its properties, including search, YouTube, and Gmail, accounted for the bulk of sales and profits. About 16% of revenue came from its network business, in which other media companies use Google technology to sell ads on their website and apps.  In the most recent fiscal year, the company's total income amounted to $181.69 billion.

Earlier in June, the French Competition Authority has fined Google $267 million for discrimination against the online ads sales competition, saying that the company has been sending business to its own listing platform AdX and to advertising server Doubleclick Ad Exchange, which allows buying advertising space directly.