European Union regulators have introduced a new antitrust investigation into Google, this time the U. S. tech giant is stifling festival in virtual advertising technology.

The European Commission said Tuesday it had opened a formal investigation into whether Google had violated the bloc’s festival regulations by favoring its own generation of online demo advertising to the detriment of competing publishers, advertisers and advertising generation.

The survey highlights European considerations for Google’s dominance in the online advertising sector and is exploiting its knowledge merit to consolidate its position in the demo advertising market, which the EU estimates at 20 billion euros ($24 billion) in line with the year.

Online demo classified ads are banners and text that appear on the home pages of newspapers and are custom designed based on the user’s browsing history. by.

The commission, the EU’s executive framework and the bloc’s top antitrust enforcement official, focuses specifically on whether Google is distorting the festival by restricting third-party access to user knowledge for advertising purposes on internet sites and apps.

Google said the festival on online classified ads has made them more relevant, reduced rates and expanded features for publishers and advertisers.

“Thousands of European corporations use our advertising products to succeed in new consumers and fund their websites every day,” Google said in a statement. “They use them because they are competitive and efficient. We will continue to have constructive interaction with the European Commission to answer your questions and demonstrate the benefits of our products to European businesses and consumers.

The survey points to a renewed effort through Margrethe Vestager, chief competition officer and executive vice president of Digital at the European Commission, to harness Google’s market power. It has already fined Google a total of €8. 2 billion (now $9. 7 billion) in 3 independent antitrusts. However, some criticized the fact that investigations took too long and that fines were not really a deterrent because the company could do so without problems.

“Online advertising is at the heart of how Google and publishers monetize their onlineArray,” Vestager said. Google collects knowledge to use in targeted advertising while promoting advertising and acting as an intermediary between advertisers and online publishers, he said.

“We’re concerned that Google has made it difficult for competing online advertising to compete in the so-called ad-generation stack,” Vestager said.

The EC said it is investigating how Google uses the generation to negotiate sales of demo ads between advertisers and online publishers.

On the one hand, officials are reviewing the needs of Google’s internal ad-buying platforms to purchase demo classified ads on YouTube, while competing installations are potentially limited in how they can serve classified classified ads on the video-sharing site. if Google’s other advertising platforms favor each other.

Another domain the commission is looking for is the restrictions Google imposed on competing advertisers, publishers and advertising agents to access knowledge about the identity and habit of users to whom Google advertising has access. This knowledge can be used to tailor online advertisements to individuals. Internet users.

Google’s plans to remove third-party browser “cookies” components in Chrome and advertising identity tags on Android devices for users who opt out of receiving personalized advertising, as a component of the company’s plan to strengthen privacy measures, are also under the microscope. contemplating what those plans will be like in the virtual advertising markets.

EU regulators have the strength to impose consequences of up to 10% of a company’s annual turnover, but it’s a small value to be paid by wealthy tech corporations like Google, which posted a profit of $17. 9 billion in its last quarter, and the commission is resorting to strategies other than the fines that make headlines.

Vestager has begun using “interim measures” as a quick way to prevent anti-competitive behavior while investigations are ongoing. It is also playing a leading role in updating the EU’s virtual regulation with measures to rein in the tech giants and save them from cornering virtual markets in the first place.

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