It is said that Google’s online advertising company will face the biggest regulatory threats in the European Union by the end of this year

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People familiar with the matter said that Alphabet’s Google may face the biggest regulatory threat, and EU antitrust regulators will launch a formal investigation into its lucrative digital advertising business before the end of the year. Law enforcement against Google. In the past decade, the company has fined the company more than 8 billion euros ($9.8 billion) (approximately Rs 72,661 crore) for blocking competitors in the areas of online shopping, Android smartphones, and online advertising. 

One of the people familiar with the matter said that in the face of advertisers, publishers, middlemen, and competitors, this indicates a deeper review than the French antitrust agency case that ended last week. Last year there were more ads than any other company in the world. Ads on its assets (including search, YouTube, and Gmail) account for the majority of sales and profits. Approximately 16% of its revenue comes from its display or network business, and other media companies use Google technology to sell advertisements on their websites and apps. 

Both departments have come under fire. The US Department of Justice and some states sued Google for abusing its search advertising domains last year. A group of states led by Texas focused on anti-competitive behavior in the housing network in subsequent lawsuits. Last week, France reached a settlement with Google for 268 million U.S. dollars (approximately 19.87 billion rupees) and made various compromises on similar allegations related to online business. 

The department must also work closely with competition regulators. The deal is concluded in a few days. The committee declined to comment. Google did not immediately respond to a request for comment. A new EU investigation may eventually target Google’s entire advertising empire. Market researcher eMarketer predicts that Google will control 27% of global online advertising spending this year, including 57% of search advertising and 10% of display advertising. 

Although these numbers do not seem to be monopolistic at first glance, advertisers and competitors believe that Google’s various programs play a role in many aspects of the market and the company cannot avoid it. They said that Google took advantage of the dependence of buyers, sellers and intermediaries on it, charging high fees from all parties and preventing competitors from competing fairly. 

In a questionnaire sent to Google competitors and third parties and seen by Reuters earlier this year, EU regulators asked advertisers if they would receive refunds when they used Google intermediaries, which allow advertisements. Businesses or media agencies buy inventory ads from many sources. 

Thomas Hoppner, a partner at the Hausfeld law firm, said that he advised several whistleblowers against Go ogle. He said, “From a professional and industry perspective, it ends when other authorities investigate ad technology. , Google’s local search and job search,” he said.

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