Overview

• EU regulators found that since 2014 Google favored its AdX exchange and distorted competition across publisher ad servers and buying tools, including DFP and DV360.
• Google must submit a compliance plan within 60 days and has 30 additional days to implement approved measures to end conflicts of interest in its adtech operations.
• The Commission signaled that structural remedies, including forcing sales of parts of Google’s adtech business, could follow if behavioral proposals fall short.
• Google says it will appeal, arguing the fine is unjustified and that mandated changes would harm many European businesses.
• Publishers and campaign groups welcomed the ruling and see it strengthening a £13.6bn UK damages case and parallel U.S. remedies proceedings set to begin on September 22, as President Trump threatened a Section 301 trade investigation in response.