Europe Could Destroy 80% of Google’s Ad Business With New Laws
Because of its dominant position in the internet advertising sector, Google has frequently drawn criticism and controversy.
The search engine giant may have violated antitrust laws, and the European Union (EU) is now expressing concerns about this and asking for a possible separation of its advertising sector, which could cause Google to lose 80% of its advertising revenue.
The EU has informed Google of its “preliminary view” in a thorough statement, stating that it thinks Google has broken competition laws governing the advertising sector.
The EU is worried because it has noticed that Google has a bias against boosting its own advertisements within its goods, which eventually erodes fair competition in the market.
The EU examines Google’s approach to its AdX ad exchange in order to highlight its concerns and to provide proof of the alleged behaviour. The DFP facilitates the choosing of ads using AdX, and advertisers that also use AdX can purchase tools from Google Ads and DV360.
While it might seem simple, the result is that Google gains even more market share at the expense of competing ad exchanges, thus solidifying its dominant position.
The EU emphasises in its statement that merely using a “behavioural remedy” will not be sufficient to solve the problem. Instead, it contends that Google must sell up and disassemble its ad business to make way for competition from outside advertising goods.
This suggested course of action tries to encourage level playing fields and lessen Google’s disproportionate market power.
Although this early assessment does not necessarily portend danger for the corporation, it is important to recognise that Google should in fact treat this issue seriously. It is important to pay notice because this is not the first time the corporation has been questioned about its dominant position.
The next developments and the opportunity for Google and the EU to reach a mutually agreed compromise will be of enormous consequence if this preliminary view ultimately results in a ruling.
The result will reveal how satisfied each party is with the situation and whether it is possible to find a compromise that takes the EU’s concerns into account.
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