Alphabet’s Google is expected to receive a relatively modest fine from the European Commission in the coming weeks, following a four-year antitrust investigation into its adtech business. The probe, initiated by a complaint from the European Publishers Council, led to formal charges in 2023 alleging that Google unfairly favoured its own online advertising services over those of its rivals. This decision marks a significant shift in the EU’s regulatory strategy under its new antitrust chief, Teresa Ribera.
The anticipated fine is a departure from the hefty, record-breaking penalties imposed under former chief Margrethe Vestager. Sources indicate that Ribera’s approach focuses less on issuing large deterrent fines and more on compelling companies to cease their anti-competitive practices. Consequently, the fine is not expected to be on the scale of the €4.3 billion penalty Google received in 2018 for antitrust violations related to its Android mobile operating system.
In a further sign of this new approach, Ribera will not order Google to sell off any part of its adtech business, such as its DoubleClick for Publishers tool or AdX ad exchange. This was a remedy that had previously been suggested by her predecessor. Google has consistently defended its practices, referring to a 2023 blog post that criticized the Commission’s interpretation of the market and emphasized the “enormous choice” available to publishers and advertisers.
The fine targets a segment that is central to Google’s dominance as the world’s leading digital advertising platform. While the company’s total ad revenue amounted to $264.6 billion in 2024, it does not break out specific figures for its adtech business, which facilitates advertising on third-party websites. The outcome reflects a pragmatic shift in EU enforcement priorities, aiming to correct market behaviour without mandating drastic structural changes.
