Google made $147 billion in revenue from online
advertisements in 2020, more than any other company in the world, with
advertisements including search, YouTube and Gmail accounting for the bulk of
its overall sales and profits.
About 16 percent of its revenue came from the company's
display or network business, in which other media companies use Google
technology to sell advertisements on their website and apps.
The European Commission opened an investigation in June into
whether Google favours its own online display advertising technology services
to the detriment of rivals, advertisers, and online publishers.
The publishers' trade body, whose members include Axel
Springer, News UK, Conde Nast, Bonnier News, and Editorial Prensa Iberica, took
its grievance to the European Commission, alleging Google has an adtech
stranglehold over press publishers.
"It is high time for the European Commission to impose
measures on Google that actually change, not just challenge, its
behaviour," EPC Chairman Christian Van Thillo said in a statement.
"Google has achieved end-to-end control of the ad tech
value chain, boasting market shares as high as 90-100 percent in segments of
the ad tech chain," he said.
Vestager, who has fined Google more than EUR 8 billion in
recent years for anti-competitive practices in three cases, last year launched
the investigation into Google's digital advertising business.
Google has said it would engage constructively with the
Commission. © Reuters
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