The European Fee introduced Tuesday that it opened an investigation into whether or not Google favors its personal promoting companies to the detriment of rivals.
The probe will give attention to the multi-layered market of show promoting and whether or not the search big restricted entry to consumer information for rivals whereas utilizing it to its personal revenue. Google is current all through the complete “adtech” provide chain — gathering information, promoting promoting area and appearing as a web-based promoting middleman.
“We’re involved that Google has made it more durable for rival internet advertising companies to compete within the so-called advert tech stack,” EU Competitors Commissioner Margrethe Vestager mentioned in a press release.
That is Vestager’s fourth competitors probe into Google, which was beforehand fined €2.42 billion for favoring its personal buying service, €4.34 billion over its Android working system and €1.49 billion in on-line search promoting (AdSense).
The Fee will examine a broad vary of Google practices associated to its show promoting, together with obligations to make use of sure Google merchandise resembling “Show & Video 360,” Google Advert Supervisor, but additionally Google’s Privateness Sandbox and restrictions positioned by the U.S. tech big on the power of third events to entry information.
“Google is current at nearly all ranges of the availability chain for on-line show promoting,” Vestager mentioned. “We may also be taking a look at Google’s insurance policies on consumer monitoring to verify they’re consistent with honest competitors.“
Google mentioned it’s going to “proceed to have interaction constructively” with the Fee. “Hundreds of European companies use our promoting merchandise to achieve new prospects and fund their web sites each single day. They select them as a result of they’re aggressive and efficient,” an organization spokesperson mentioned.
Brussels began its preliminary investigation on the finish of 2019 with very broad questions on Google and Fb’s information gathering practices. POLITICO reported in January that the Fee had cut up the case into two separate instances, one targeted on adtech and one on information.
The Fee mentioned immediately that in its probe it’s going to “consider the necessity to shield consumer privateness, in accordance with EU legal guidelines on this respect, such because the Normal Knowledge Safety Regulation.”
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