EU launches probe into Google’s conduct in digital ad tech sector

A formal investigation launch by the European Union looks into whether Google violated the bloc’s competition rules by favouring its own online display advertising technology services.

European Union regulators have launched a fresh antitrust investigation of Google, this time over whether the United States tech giant is stifling competition in digital advertising technology. The European Commission said Tuesday that it has opened a formal investigation into whether Google violated the bloc’s competition rules by favouring its own online display advertising technology services at the expense of rival publishers, advertisers and advertising technology services. The investigation underscores European concerns about Google’s dominance in the online advertising industry and whether it is exploiting its data advantage to cement its position in the display ad market, which the EU estimates is worth 20 billion euros ($24bn) annually.