The European Commission launched an antitrust investigation against Google to determine whether the company violated European competition rules by favoring its own internet ad technology services, thus harming rival providers, advertisers and publishers.
The commission will examine whether the technology company is distorting competition, by restricting third-party access to user data for advertising purposes, on web pages and mobile applications, thus reserving them for its own use, as indicated in a statement by the International organization.
“Google collects data to use for advertising purposes, sells advertising space and acts as an intermediary in online advertising. So Google is present at almost every level of the supply chain for displaying ads on the Internet, “said Community Vice President and Head of Competition, Margrethe Vestager.
The European Commission is concerned that Google is making it difficult for its rivals to compete in the advertising technology market, which, if confirmed, would run counter to EU laws on abuse of dominant position and on anti-competitive agreements between companies.
For its part, the company said it would cooperate with the commission to show the benefits of its advertising products for businesses and the public.
“Thousands of European companies use our advertising products to reach new customers and fund their websites every day,” a Google spokesperson said in a statement.
“They choose them because they are competitive and effective. We will continue to collaborate constructively with the European Commission to answer their questions and demonstrate the benefits of our products for European businesses and consumers. “