Unprecedented! Google must break up digital ad business, European watchdog says

tech.hindustantimes.com:

European Union antitrust regulators took aim at Google's lucrative digital advertising business in an unprecedented decision, saying Wednesday that the tech giant must sell off some of its ad business to address competition concerns.

The European Commission, the bloc's executive branch and top antitrust enforcer, said its preliminary view after an investigation is that “only the mandatory divestment by Google of part of its services” would satisfy the concerns.

The 27-nation EU has led the global movement to crack down on Big Tech companies — including groundbreaking rules on artificial intelligence — but it has previously relied on issuing blockbuster fines, including three antitrust penalties for Google worth billions of euros (dollars).

It's the first time the bloc has told a tech giant that it must split up key parts of its business over violations of the EU's strict antitrust laws, though details on what that would look like have not been released.

Google can now defend itself by making its case before the commission issues its final decision. The company said it disagreed with the finding and “will respond accordingly,” with the EU's investigation focusing on a narrow part of its ad business.

“Our advertising technology tools help websites and apps fund their content, and enable businesses of all sizes to effectively reach new customers," said Dan Taylor, Google vice president of global ads. "Google remains committed to creating value for our publisher and advertiser partners in this highly competitive sector."

The commission's decision stems from a formal investigation that it opened in June 2021, looking into whether Google violated the bloc's competition rules by favoring its own online display advertising technology