Overview

• EU regulators found Google abused a dominant position since 2014 by steering advertisers and publishers toward its own AdTech services, in breach of Article 102 TFEU.
• The decision targets Google’s dual role as seller of ad space and operator of the AdX exchange and orders an end to self-preferencing across the ad tech chain.
• Google called the ruling wrong, announced it will appeal, and argued the required changes would disadvantage thousands of European businesses.
• President Donald Trump labeled the EU action “very unfair” and threatened a Section 301 investigation that could lead to new U.S. tariffs on EU goods.
• Reports say the announcement was delayed over concerns about U.S. reactions, as the case follows earlier multibillion-euro EU penalties and parallel U.S. antitrust actions.