Google seeks to stem numerous antitrust attacks over its dominant position in the advertising sector. Alphabet, which controls Google, has sought to end an investigation EU antitrust offering to sell its advertising market AdX. But European rapporteurs rejected the proposal as insufficient, reports Reuters. Last year, Google’s lucrative cyber advertising business came under scrutiny from EU regulators, following a complaint from the European Publishers Council.
Google, what Europe says
The European Commission has accused Google of favoring its own advertising services, opening the fourth case against the world's most popular search engine. EU rapporteurs have Google's proposal rejected because they want me to give up more than AdX to solve the conflicts of interest due to its presence at nearly every level of the advertising technology supply chain, the sources said.
AdX, or Ad Exchange, is a marketplace where publishers can make their unsold advertising space available to advertisers in real time for purchase. advertising revenue Google's revenue in 2023, including search, Gmail, Google Play, Google Maps, YouTube, Google Ad Manager, AdMob, and AdSense, was $237,85 billion, or 77% of total revenue. It is the world's dominant digital advertising platform.
“As we’ve said before, the European Commission’s case about our third-party display advertising products is based on misunderstandings of the highly competitive and rapidly evolving ad tech industry. We remain committed to this business,” a Google spokesperson said.
Google's dominant position has many facets. Yesterday the EU Court of Justice annulled the €1,49 billion fine imposed on Google by the European Commission in 2019 relating to the AdSense advertising platform.
