European Commission, Google’s competition violations in advertising technology due to the company 2.95 billion euros He was punished. Company Within 60 days He was asked to offer a compliance plan, otherwise heard more measures.
In the decision of the European Commission, Google’s advertising technology used in his favor and in this way disrupting competition expressed. Accordingly, Google, the publisher’s platform DFP with its own advertising exchange ADX’i by integrating advantage. It was also announced that buyers such as Google ADS and DV360 offer special access to ADX. These behaviors raised costs for advertisers and publishers. In addition, consumers can also face higher prices reportedly. For this reason, in addition to the fine, structural solutions will be on the agenda.
Investigation process In June 2021 started and In 2023 The possibility that business units could be separated was discussed. In this context, the European Commission’s review in the advertising technology market has been going on for a long time. Today’s decision means comprehensive sanctions on the behavioral practices of the company. But this is not only a fine, but also a start for new regulations that can change the functioning of the market. In addition to all these, Google’s plan will be submitted within 60 days will be carefully evaluated by the commission. However, if the plan is insufficient, measures such as the sale of the business units of the company can be applied.
Google, quickly reacted to the decision. Lee-Anne Mulholland, the company’s Vice President of Global Regulatory Relations, described the decision as “wrong .. Mulholland said that the changes to be made will make it difficult for thousands of businesses in Europe to generate income. Despite this, it was announced that the company will go to appeal and will continue the process legally. However, the appeal process will not stop the implementation of the penalty. For this reason, Google will have to prepare the harmony plan while the court process continues. In addition, the commission will closely monitor the implementation of the process as in previous cases.
The Commission imposed new restrictions on Google’s advertising technology operation
In a statement of the Commission, Google said that his own advertising stock exchange AdX highlighted the auctions. ADX’s advantageous position was possible by accessing the value of opponent offers. In addition, the receiving vehicles offer privileged access to ADX. Thus, independent opponents have become disadvantaged. In addition, the commission announced that transparency and impartiality is necessary for the healthy processing of the market. However, the adaptation plan of Google will continue to be the subject of discussion.
This decision of the European Commission was the fourth largest penalty against Google. The company was previously punished for shopping services, Android operating system and adsense contracts. The US Department of Justice filed a lawsuit that demanded the separation of Google’s advertising technology units. In addition, similar investigations are being conducted in Canada and the United Kingdom. In any case, these developments show that Google’s pressure on advertising technology activities will continue. Thus, it is understood that the company’s position in the European market will be reshaped in the coming period.
Google’s appeal application will be made at the EU General Court in Luxembourg. The company had previously followed a similar way in Android and shopping services cases. However, the appeal process will not prevent the penalty from entering into force. The Commission will closely examine Google’s plan and will take additional measures if necessary. But the most important issue for Google is to adapt to new rules that will change the functioning of the market. All these developments show that competition conditions in the field of advertising technology in Europe will be more strictly controlled.