The EU bloc has launched an investigation into Google’s Advertisement business model. In the words of the European Commission Vice President, Margrethe Vestager, who is in charge of competition policy, Google makes it harder for rival online advertisers to compete.
Google, no newbie to antitrust investigations rose to prominence on the back of online advertising, earning at least $40 billion last year alone.
The investigation will focus on the display advertising market, which is worth $24 billion in Europe alone where it serves as an intermediary between advertisers and publishers.
Google could face fines of up to 10% of its global revenue and demands to change its advertisement practices if found guilty.
The EU is spearheading the crackdown on the monopoly games of big tech and many other jurisdictions are quickly following suit.