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Google Ad business faces breakup after being charged with EU antitrust violations

Google may be forced to sell part of its ad business after being charged with violating the European Union’s antitrust laws. Following a lengthy investigation, the European Commission suggested that “mandatory divestment” is the only way the search engine can resolve the issue.

Why we care: If Google does sell part of its ad business, it could mark the start of a new digital marketing era with a more competitive market and fairer pricing. This could potentially lead to more transparency, greater campaign control for advertisers and increased innovation, which could prompt the creation of new ad tools.

What’s happening: The European Commission conducted a report into the operation of Google Ads and found that the search engine typically tends to favor its own ads, causing difficulties for competing providers.

When discussing potential solutions, the commission said that behavioral improvements would not be enough to rectify the matter. Instead, it has recommended that the search giant sells off part of its business.

What has Google said? Google released a statement today criticizing the commission’s findings. Dan Taylor, Vice President of Google Ads, wrote:

“The Statement of Objections from the European Commission sets out claims that are not new and relate to a narrow part of our advertising business. It fails to recognize how advanced advertising technology helps merchants reach customers and grow their businesses — while lowering costs and expanding choices for consumers.

“Ad tech is fiercely competitive and constantly evolving. We compete with hundreds of companies in this space, including household names like Amazon, Microsoft, and Meta as well as specialized advertising technology companies like Criteo, The Trade Desk, and many others. Even media companies and retailers now offer competing advertising technologies.

“The digital advertising market enjoys competitive pricing, lively innovation, and robust competition — helping advertisers, publishers, and consumers. We look forward to showing how our ad tech tools help make the internet open, and accessible — and how breaking them would diminish the availability of free, ad-supported content that benefits everyone.”

Has this happened before? Earlier this year, nine U.S. states (Michigan, Nebraska, Arizona, Illinois, Minnesota, New Hampshire, North Carolina, Washington, and West Virginia), joined forces to bring a similar lawsuit against Google.

The states accused the search engine’s ad business of violating antitrust regulations. To rectify the matter, they urged Google to break up its Ad Manager suite, claiming it was exploiting its online advertising dominance. Google denied the claims and asked for the case to be dismissed.

In 2020, Google was also accused of breaching antitrust laws again in order to sustain its position as the leading search engine. This case is set for trial in September.

Deeper dive: You can read Google’s full response to the European Commission announcement about its advertising technology.

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About the author

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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Ultimate Guide to Achieving Healthy And Balanced and Attractive Hair: The Art of Hair Treatment

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Change Your Room: Letting Loose the Power of Home Enhancement

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Home enhancement projects are a great way to improve the visual appeals, capability, and value of your home. Whether you're preparing a complete remodelling or tackling smaller sized upgrades, investing effort and time right into enhancing your home can bring about a myriad of benefits. From producing a more comfortable and inviting ambience to boosting energy effectiveness and lowering maintenance prices, home renovation is a beneficial undertaking for house owners and renters alike.One of the essential advantages of home enhancement is the capability to individualize your space to reflect your special style and preferences. With numerous layout options readily available, you can transform your home right into a sanctuary that really resonates with your personality. Whether you're drawn to smooth modern-day styles, rustic farmhouse appearances, or anything in between, home enhancement enables you to curate an area that brings you happiness and satisfaction. Not just will you have the ability to take pleasure in the outcomes of your efforts everyday, yet a wonderfully created home can additionally leave a long lasting impression on visitors, making it a true representation of your personal taste and identity.Paragraph 2: Aside from the visual advantages, home improvement jobs can additionally have a significant effect on the performance of your space. By updating appliances, components, and systems, you can optimize your home's effectiveness and benefit. From installing wise home technology to improve power management to upgrading your kitchen area with modern-day appliances that make preparing a wind, these enhancements can streamline your daily routines and make your home a much more comfy and reliable area to live. Furthermore, home renovation tasks can also address upkeep concerns and stop future issues, conserving you time, cash, and migraines down the line.It's important to keep in mind that home enhancement doesn't have to be a challenging and pricey undertaking. Little, economical upgrades, such

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Unlocking Your Prospective: The Power of Personal Advancement

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The journey of personal development is a transformative procedure that empowers people to reach their greatest potential. It encompasses different facets of self-improvement, consisting of boosting abilities, growing favorable routines, as well as cultivating a development way of thinking. In today's hectic and affordable globe, investing time as well as initiative into individual growth has become necessary for both individual as well as expert success. This blog site article will delve much deeper right into the value of individual growth, exploring its advantages and also giving functional pointers to kickstart your very own journey in the direction of self-improvement.

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