The European Union has launched a formal antitrust investigation into allegations that Google is abusing its leading role in the advertising technology sector.
The European Commission, the EU’s premier antitrust law enforcement agency, said Tuesday, Alphabet Inc. in an informal investigation since at least 2019. Unit ad mediation and user data with advertisers across websites and mobile apps — one of the latest monitoring areas of the company’s antitrust law.
Some EU investigations cover similar grounds to the proceedings filed against Google last year. A group of US states led by Texas.. Similar areas include Google, which allegedly favors its own ad-buying tools at Google-run ad auctions.
However, the EU survey also covers complaints that are not subject to official Google inquiries, allegedly excluding competitors from mediating ad purchases on Google-owned video site YouTube.
The EU survey is also investigating Google’s plans to block certain types of user tracking technologies on platforms, such as the Chrome browser and Android mobile operating system. Reducing such tracking, at least in part, responds to pressure from privacy regulators and activists, but has led to antitrust complaints from competitors in the advertising technology industry.
Google faces EU antitrust investigation of alleged ad tech abuse
Source link Google faces EU antitrust investigation of alleged ad tech abuse