The European Commission has taken significant action against Google, imposing a fine of €2.95 billion for breaching EU antitrust rules. The Commission found that Google distorted competition in the advertising technology industry by favoring its own services over those of competitors, which negatively impacted advertisers and online publishers.

Google's practices included self-preferencing its ad exchange, AdX, during the ad selection process managed by its publisher ad server, DFP. This involved providing AdX with advance information about competitor bids, thereby giving it an unfair advantage. Additionally, Google's ad buying tools, Google Ads and DV360, primarily placed bids on AdX, further consolidating its dominance in the market.

The Commission has mandated that Google cease these self-preferencing practices and address the inherent conflicts of interest within its adtech supply chain. Google has 60 days to propose measures to comply with this order, which the Commission will evaluate. If the proposed measures are deemed insufficient, the Commission may impose further remedies, potentially including divestment of certain services.

This ruling is particularly noteworthy as it aligns with ongoing investigations into Google's practices in the United States, where a trial regarding similar issues is set to begin in September 2025. The Commission's decision underscores the importance of maintaining fair competition in digital markets, emphasizing that dominant companies must not abuse their market power.