Google might be forced to compromise on its ad business by the EU

Google appears to be in peril since the EU might have it split up its advertising division. A person who spoke with Reuters said that the European Commission might file a complaint as soon as Wednesday.

Google could be forced to split its ad business

The basic goal behind this narrative is to shrink the dominance of Google in ad tech. Well, it is a result of the company failing to comply with the competition concerns. Another notable aspect of this information is the break-up order, which is rarely issued by the EU.

You might be wondering what does it mean. What will happen now? What is the need of the hour? How things will shape if this happens? Well, there might be several measures that Google needs to take in order to satisfy the EU. On the other hand, the company might be forced to sell a portion of its ad technology business. This information is in accordance with the source who shared the information with Reuters.

The lawsuit is anticipated to come from the European Commission, which serves as the EU’s primary antitrust enforcement body. The source appears to be certain that it will occur the next day, at which point we will come to know. Well, this problem is not new. Google is being pushed by the EU to resolve several issues. But it appears like Google has not done enough to satisfy the EU, says the EC’s assessment.

In 2022, the European Commission started an inquiry against Google’s ad presence. Google is one of the leading digital advertising bodies internationally. It holds a 28% market share of international ad revenue. The source of this information is a research company i.e., Insider Intelligence.

Besides this, earlier in 2023, an ad-tech complaint was filed against the tech giant Google by the US. It is worth noting that the US launched an ad-tech lawsuit against Google earlier this year. The US demanded that Google sell its ad manager platform. The US asserted in the case that Google had exploited its hegemony in online advertising. However, Google refuted these allegations.