EU Fines Google $3.45 Billion for Antitrust Violations in Adtech Sector

The European Commission has fined Google €2.95 billion ($3.45 billion) for antitrust violations in its advertising technology business. This marks the company's fourth major penalty from EU regulators in recent years.

The Commission found that since 2014, Google has favored its own online display technology services, such as its ad exchange AdX, to the detriment of competitors and online publishers. This self-preferencing allowed Google to charge higher fees and reinforced its central role in the adtech supply chain.

In response, the Commission has ordered Google to cease these self-preferencing practices and address inherent conflicts of interest within 60 days. Failure to comply may result in stronger remedies, including potential divestitures.

Google has announced plans to appeal the decision. Lee-Anne Mulholland, Vice President and Global Head of Regulatory Affairs, stated, "The European Commission's decision about our ad tech services is wrong and we will appeal. It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money."

This fine follows previous EU penalties against Google, including a €4.3 billion fine in 2018, €2.42 billion in 2017, and €1.49 billion in 2019.

The case has also drawn attention from U.S. officials. President Donald Trump has threatened retaliatory measures against the European Union in response to actions taken against major American technology companies.