Google under pressure: possible sales orders for the advertising business
European Union authorities may require Google to sell parts of its ad technology business
Google, with a 28% market share of global advertising revenues, is considered the undisputed leader in online advertising. However, concerns about its dominance have led to antitrust investigations in both Europe and the United States.
According to Reuters, the European Commission could file a formal complaint this week, stepping up efforts to reduce the tech giant’s dominance in the digital ads sector. Initially, in 2022, the European Commission launched an investigation to assess Google’s presence throughout the online advertising supply chain. Now, it appears that sales orders from part of the business may be a possible consequence of this investigation. In the United States, too, a lawsuit is underway against Google in the ad tech sector, with a request to sell its suite of ad managers.
Allegations of anti-competitive practices are increasingly challenging Google’s dominance in the world of online advertising. This possible EU move is part of a broader transatlantic effort to reduce Google’s power in the digital ad space. Future developments will determine how competition is addressed in the online advertising market and could lead to significant changes in the industry.