Overview

• EU investigators concluded Google advantaged its own ad‑tech stack by feeding privileged auction data to AdX and steering traffic from its buying tools, harming rivals, publishers and advertisers.
• The decision orders an end to self‑preferencing across DFP, AdX and Google Ads/DV360, and gives Google 60 days to propose compliance measures for Commission review.
• Google said the sanction is "unjustified" and will appeal, arguing the required changes would hurt thousands of European businesses.
• The action capped a bruising week for Google that also included a $425.7 million U.S. jury award over privacy claims and a €325 million fine from France’s CNIL.
• President Trump threatened retaliatory tariffs under Section 301 after the EU announcement, escalating political pressure as the case follows a 2021 probe triggered by publisher complaints.