Regulators across the globe have Big Tech in their crosshairs with their ad tech operations coming increasingly under the microscope.
The European Commission today opened a formal antitrust investigation to assess if the operations of Google’s ad tech stack violate European Union competition laws.
Specifically, the EC investigation will probe whether Google’s sizable ad tech stack favors its own services over those of potential rivals.
Competition authorities across Europe and the U.S. are concerned that Google’s presence at almost every level of the ad tech supply chain, where it competes with much smaller rivals, limits advertisers’ choices and subsequently impacts consumers.
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