Η Google enters once again under her microscope European Commission, who announced that research begins for anti - competitive practices on advertising technologies on the Internet.
Η Vice-President of the Commission and Commissioner for Competition Margaret Vestager stressed that Google «is present at almost every level of the food chain in terms of online advertising. We are afraid that it will make the exercise of competition (…) more difficult for competing services».
Ο technological giant provides services that act as an intermediary between advertisers and editors, in order to display advertisements on websites or in mobile applications.
.@Google collects data, sells ad space & intermediates at almost all levels of the online display advertising supply chain. We are concerned that @Google has made it harder for rivals to compete in the #AdTech market. Today, we open an investigation More: https://t.co/Mi88ecWoKh
- Margrethe Vestager (@vestager) June 22, 2021
The focus is on advertising
The Commission's investigation will focus on advertising, an area in which Google offers several services.
«The initiation of a formal investigation does not prejudge its outcome», stressed Brussels. There is no legal deadline for closing such a procedure, with the duration of investigations varying considerably depending on the complexity of the cases.
Thousands of European companies use our advertising products every day to reach new customers and to fund their websites. They choose them because they are competitive and efficient, said a Google spokesman.
The 2019, the cost of internet advertising in the EU was around € 20 billion.
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