Alphabet’s Google has been fined €2.95 billion ($3.45 billion) by the European Commission for abusing its dominance in the advertising technology (adtech) sector. This is Google’s fourth major penalty in Europe, following earlier fines of €2.42 billion in 2017, €4.34 billion in 2018, and €1.49 billion in 2019, signaling ongoing scrutiny of Big Tech’s influence on digital markets.
Why Google Was Fined
The European Commission concluded that since 2014, Google has favored its own adtech services — including its ad exchange AdX, publisher ad server DFP, and ad-buying tools Google Ads and DV360 — at the expense of rival platforms, advertisers, and publishers.
Key violations include:
Giving AdX unfair access to competitor bid data.
Steering advertisers primarily to AdX instead of competing exchanges.
Reinforcing Google’s control of the adtech supply chain and enabling higher fees.
How Google Violated EU Antitrust Guidelines
Google held dominant positions in publisher ad servers (via DFP) and programmatic ad buying tools (via Google Ads and DV360) across the European Economic Area.
Under Article 102 of the Treaty on the Functioning of the EU (TFEU), dominance is not illegal, but abusing it to restrict competition is prohibited.
Self-Preferencing of Its Own Ad Exchange (AdX)
Google favored AdX over competing ad exchanges in auctions.
The company gave AdX early access to bid information from competitors, ensuring AdX won more often.
Manipulation of Ad Buying Tools
Google’s ad-buying tools (Google Ads and DV360) were programmed to prefer AdX, reducing opportunities for rival exchanges.
Conflict of Interest Across AdTech Supply Chain
Google simultaneously acted as ad buyer, seller, and exchange operator, creating inherent conflicts.
This dual role allowed Google to set conditions that disadvantaged competitors and strengthened its own position.
Impact on Publishers and Advertisers
Competitors were foreclosed from fair participation in the adtech ecosystem.
Publishers and advertisers faced fewer choices and higher costs due to reduced competition.
The Commission has ordered Google to:
End self-preferencing practices immediately.
Resolve conflicts of interest across its adtech operations.
Present a compliance plan within 60 days.
If remedies fail, regulators may force Google to divest parts of its adtech business.
“Google must come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies. Digital markets exist to serve people and must be grounded in trust and fairness,” Teresa Ribera, Executive Vice-President for Clean, Just and Competitive Transition, said.
What This Means for Consumers and Businesses
More Transparency in Digital Ads: If enforced, these measures could open up competition, giving advertisers and publishers more choices, potentially reducing costs that often get passed down to consumers.
Impact on Online Publishers: News websites, blogs, and independent publishers could benefit from fairer access to advertising revenue.
Consumer Trust: The EU’s action reinforces its stance that digital markets should serve people with fairness, rather than being dominated by one player.
Ongoing Legal Battles: Google plans to appeal, calling the ruling “unjustified” and warning that changes could harm thousands of European businesses relying on its ad services.
A Broader Context
This latest fine comes as U.S. and EU regulators intensify antitrust actions against Big Tech. Google already faces a similar adtech trial in the U.S. set for September 2025, where the EU decision could influence the outcome.
For everyday consumers, the case highlights how digital advertising affects the cost and quality of online services, from free apps to news platforms. A more competitive adtech ecosystem could mean more innovation, better online experiences, and fewer hidden costs.
Baburajan Kizhakedath
