EU fines Google €2.95 billion over adtech antitrust violations

The European Commission has fined Google €2.95 billion (about $3.5B) for abusing its dominant position in online advertising technology. Regulators say Google favored its own ad exchange (AdX) by sharing bid information and steering bids toward AdX, undermining competing ad exchanges and distorting auction outcomes.

Key points:

• Fine: €2.95 billion.
• Deadline: Google has 60 days to propose fixes or face additional remedies, which could include structural measures.
• Google’s response: The company says it will appeal and argues the decision is wrong and will hurt businesses.
• Context: This follows growing antitrust scrutiny worldwide; previous major EU fine in 2018 was €4.5B (about $5.04B) over Android app pre-installation rules.

Google’s quoted response (provided to media):

“The European Commission’s decision about our ad tech services is wrong and we will appeal. It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money. There’s nothing anticompetitive in providing services for ad buyers and sellers, and there are more alternatives to our services than ever before.”

The Commission’s press release and more reporting: European Commission press release • Euronews coverage

What to watch: Whether Google’s proposed remedies satisfy regulators within 60 days, whether tougher structural measures are ordered, and how this affects publishers, advertisers and competing adtech firms.

What do you think — will this meaningfully curb Big Tech ad dominance or just be another high-profile fine? Share your thoughts in the comments.