The EU will also look at whether the merger would incentivize Google to ‘degrade’ the interoperability of the Android OS with wearable products from rival companies.
(Photo by Justin Sullivan/Getty Images) European regulators have launched an investigation into whether Google will use data obtained through its Fitbit acquisition to create targeted ads and further solidify its position as a leading digital advertiser. Fitbit is best known for creating smartwatches and fitness trackers that track data like how many steps you’ve taken in a day and calories burned. However, EU regulators are worried the same technologies will be combined with Google’s systems to take ad targeting to a new—and perhaps disturbing—personal level. “This data provides key insights about the life and the health situation of the users of these devices,” said European Commission Executive VP Margrethe Vestager. “Our investigation aims to ensure that control by Google over data collected through wearable devices as a result of the transaction does not distort competition.” SEE ALSO: Kodak Secures $765M Government Loan to Produce Drugs (Image: Pixabay) Thanks to Google Search, the Chrome browser, and YouTube, the tech giant already has an enormous amount of data it can pull from users to serve up relevant ads. However, the EU’s investigation will focus on whether the merger with Fitbit will give Google a key advantage over its rivals in the online advertising space.
