The European Commission intends to find out if Google is abusing its leading position in the market for display advertising services. As noted in a statement published on the website of the European Commission, the official investigation will examine whether Google is promoting its own ad technology services to the detriment of competitors. In particular, the regulator will check whether Google imposes its own services (such as Display & Video 360, Google Ads, Google Ad Manager) on advertisers and publishers in exchange for the right to access advertising technologies on YouTube.
In addition, the regulator intends to find out if the corporation is undermining competition by restricting third parties’ access to user data necessary to provide advertising on sites and applications, while retaining access to this data for themselves. In particular, we will check information about Google’s plans to opt out of providing advertising IDs to third parties on Android mobile devices if the user opts out of personalized advertising.
Google offers advertisers and publishers a range of ad technology services to serve ads on websites and mobile applications. In 2019, display advertising spending in the EU was around € 20 billion.
“Internet advertising services are at the heart of how Google and publishers monetize their online services. Google collects data for use in targeted advertising, sells ad space, and acts as an intermediary for online advertising. Thus, Google is present at almost all levels of the online display advertising supply chain, ”said Vice President of the European Commission Margrethe Vestager in a statement.