Overview

• EU regulators said Google abused dominance across its ad server, buying tools and AdX exchange since 2014, including giving AdX advance signals on rivals’ best bids.
• Brussels ordered Google to end self‑preferencing and resolve conflicts of interest, requiring a compliance plan within 60 days while keeping divestment as a possible remedy.
• Google said it will appeal, calling the fine unjustified and arguing the mandated changes would harm thousands of European businesses.
• President Donald Trump condemned the penalty as discriminatory and threatened a Section 301 investigation that could lead to tariffs, a move that could strain a recently agreed U.S.–EU trade framework.
• The decision lands as U.S. DOJ proceedings on Google’s adtech continue, with proposed remedies—including a potential sale of AdX and interoperability requirements—set for a September hearing after a separate ruling spared Chrome from divestiture.