EU Fines Google €2.95B for AdTech Dominance Amid Trump Trade Pressure.
The European Commission has imposed a €2.95 billion fine on Google for abusing its dominant position in the digital advertising market, despite threats of trade retaliation from U.S. President Donald Trump.
The Commission alleges that Google distorted the online ads market by favoring its own services, disadvantaging competitors, advertisers, and publishers. Ownership of multiple adtech components, including software for buying and selling online ads, creates “inherent conflicts of interest,” the EU executive said.
Google has 60 days to propose remedies to resolve these conflicts. The Commission warned that failure to act could result in stronger measures, including the potential divestment of parts of Google’s adtech business.
This fine follows previous EU penalties: €2.42 billion in 2017 for favoring its own shopping service and €4.34 billion in 2018 over Android dominance. The decision coincides with a U.S. court case, where a trial starting September 22 could also lead to asset divestment for monopolistic practices in display advertising.
Google said it will appeal, arguing the fine is unjustified and could harm thousands of European businesses.
