Η Ευρωπαϊκή Επιτροπή ξεκίνησε μια επίσημη αντιμονοπωλιακή research για την Google, εξετάζοντας εάν η εταιρεία παραβιάζει τους κανόνες ανταγωνισμού της ΕΕ ευνοώντας τις δικές της διαδικτυακές υπηρεσίες προβολής διαφημίσεων σε σχέση με παρόμοιες προσφορές από ανταγωνιστές.
In one statement, the European Commission said that the formal investigation will examine whether Google has cut off competition by restricting third parties (advertisers, publishers or competitors on the Internet) from accessing user data for advertising purposes on websites and applications, while maintaining this data for its own use.
"Google collects data for use in targeted advertising, sells advertising space and also acts as an online advertising broker. Therefore, Google is present at almost every level of the online advertising chain, "said Margrethe Vestager, Executive Vice President of the European Commission.
“We are concerned that Google has made it more difficult for competing online advertising services to compete with the so-called ad tech stack. The equals terms competition is essential for everyone in the chain".
Specifically, the investigation will examine how Google uses some of its ad serving services, such as Display & Video 360 (DV360), Google Ads, AdX, and Doubleclick ID.
The committee will also look at Google's announced plans to remove third-party cookies in Chrome and replace them with the Privacy Sandbox, as well as pending changes to advertising IDs on Android.
If Google is found to favor its own online advertising services over others, the company could face fines for violating Articles 101 and 102 of the Treaty on the Functioning of the European Union, which prohibit the abuse of a dominant position in competitive agreements. which hinder, restrict or distort competition within the EU.
Η Google αντιμετωπίζει επίσης τρεις αντιμονοπωλιακές αγωγές στην Αμερική που κατηγορούν την εταιρεία για κατάχρηση της ισχύος της στην αγορά σε διάφορες περιπτώσεις. Οι κατηγορίες εναντίον της Google αναφέρουν από την αναδιάταξη των αποτελεσμάτων αναζήτησης έως την εξάλειψη του ανταγωνισμού, τη συνεννόηση με το Facebook for manipulating the digital advertising market and anti-competitiveness in digital advertising markets.
