Google faces EU antitrust charges over adtech business, Marketing & Advertising News, ET BrandEquity

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Alphabet unit Google could face antitrust charges next year over its digital advertising business as European regulators are frustrated by the slow pace of settlement talks with the company, people familiar with the matter said on Thursday.

Google’s advertising business is Alphabet’s biggest source of revenue, accounting for around 80% of annual revenue, despite efforts over the past decade to push sales of hardware, subscription services and technology. of cloud computing. The European Commission launched an investigation into Google’s advertising activities in June last year over concerns the US tech giant was gaining an unfair advantage over rivals and advertisers.

The company, which faces its fourth billion-euro fine, later sought to settle the case, but the concessions were minor and very preliminary, one of the people said. Google has racked up more than 8 billion euros ($7.7 billion) in EU antitrust fines over the past decade. The EU competition authority is likely to issue the charges early next year, although the timeline could still change, one of the people said.

The Commission declined to comment. Google, which is the world’s largest seller of online advertising, well ahead of Meta Platforms Inc, owner of Facebook and Instagram, had no immediate comment.

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Trump Media & Technology Group (TMTG), which operates Truth Social, is expected to make the app available on the Play Store soon, Google said.

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