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February 11, 20229:53 PM UTCLast Updated ago

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    Technology

Google's advertising tech targeted in European publishers' complaint

By Foo Yun Chee

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2 minute read
The Google logo is seen on on the company's European headquarters in
Dublin, Ireland, February 27, 2021. Picture taken February 27, 2021.
REUTERS/Clodagh Kilcoyne
The Google logo is pictured at the entrance to the Google offices in
London, Britain January 18, 2019. REUTERS/Hannah McKay
The logo for Google in Manhattan, New York City, U.S., November 17,
2021. REUTERS/Andrew Kelly/File Photo
1/3

The Google logo is pictured at the entrance to the Google offices in
London, Britain January 18, 2019. REUTERS/Hannah McKay

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BRUSSELS, Feb 11 (Reuters) - Google (GOOGL.O) on Friday was targeted
in an antitrust complaint by the European Publishers Council over its
digital advertising business, potentially strengthening EU antitrust
chief Margrethe Vestager's investigation into the issue.

Alphabet Inc's Google made $147 billion in revenue from online ads in
2020, more than any other company in the world, with ads including
search, YouTube and Gmail accounting for the bulk of its overall
sales and profits. read more

About 16% of its revenue came from the company's display or network
business, in which other media companies use Google technology to
sell ads on their website and apps.

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The European Commission opened an investigation in June into whether
Google favours its own online display advertising technology services
to the detriment of rivals, advertisers and online publishers. read
more

The publishers' trade body, whose members include Axel Springer
(SPRGn.S), News UK, Conde Nast, Bonnier News and Editorial Prensa
Iberica, took its grievance to the European Commission, alleging
Google has an adtech stranglehold over press publishers.

"It is high time for the European Commission to impose measures on
Google that actually change, not just challenge, its behaviour," EPC
Chairman Christian Van Thillo said in a statement.

"Google has achieved end-to-end control of the ad tech value chain,
boasting market shares as high as 90-100% in segments of the ad tech
chain," he said.

Vestager, who has fined Google more than 8 billion euros ($9.2
billion) in recent years for anti-competitive practices in three
cases, last year launched the investigation into Google's digital
advertising business. read more

Google said publishers benefit from its adtech services.

"When publishers choose to use our advertising services, they keep
the majority of revenue and every year we pay out billions of dollars
directly to the publishing partners in our ad network," a Google
spokesperson said.

($1 = 0.8714 euros)

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Reporting by Foo Yun Chee. Editing by Jane Merriman and David Evans

Our Standards: The Thomson Reuters Trust Principles.

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