In a preliminary statement, the EU has made it clear that it intends to break up Google’s ad tech business.
Google’s dominance over the online ad market has been scrutinized time and time again, and this week the European Union is expressing its concerns that Google has breached the EU’s antitrust laws, and that the company should break up its ad business.
The EU today announced that it has informed Google of a “preliminary view” where the EU feels Google has breached antitrust rules in its ad tech. The root cause appears to be Google’s tendency to favor its own ads in its products, as well as deterring competitors.
This can be seen, the EU says, by looking at how Google handles its AdX ad exchange. On the publisher side, DFP (DoubleClick for Publishers) runs ad selection through AdX, while Google Ads and DV360 (Display & Video 360) provide buying tools for advertises that also running through AdX.
