EU dropped a $ 3.5BN hammer on Google for sharp adtech practices

The European Union has reached Google with a fine of $ 3.5 billion after deciding that the technology giant misusing its dominant position in the online advertising technology market (ADTECH).

The Brussels regulator said Google unfairly utilizes control over advertising devices to hinder competition, lock publishers, and support its own services rather than rivals.

The European Commission concluded that the company’s practice damaged advertisers and publishers, raising costs while limiting consumer choices.

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“Google’s behavior in Adtech has rooted its market strength and rivals -a fair opportunity to compete. The current decision is a step towards recovery of competition in this important digital economy sector.” Margrethe Vestager, Head of the EU competition, stated.

The fine is one of the biggest antimonopoly punishments imposed on a US technology company in Europe in recent years, which reflects increased supervision of the influence of silicone valleys on the digital market.

Google, which has faced several Antimonopoly battles in Europe, implies that he will appeal the decision, with the reason that his advertising tools benefit advertisers and publishers by making advertisements more efficient and relevant.