Google’s digital advertising business is set to be investigated by the European Union, according to reports.
Reuters revealed last week the tech giant is on the EU’s radar, citing sources familiar with the matter. According to the report, a probe into Google’s digital advertising business could be coming by the end of the year.
While the EU has previously slapped Google with a multitude of fines for misusing its dominant position and blocking rivals in eCommerce, the latest investigation would look specifically at Google’s relationship with advertisers, publishers and competitors.
It follows a recent ruling by the French competition watchdog, which saw the tech giant pay a 220 million euro ($345 million) fine for favouring its own advertising services over those of its competition.
In response, Google announced it would be making changes to its ad tech operations, to make it easier for its partners to use third-party products.
In Australia, the Australian Competition & Consumer Commission (ACCC) is continuing its local investigation into ad tech services.
An interim report published earlier this year suggested that Google had been able to conduct self preferencing in ad tech due to its presence across the supply chain.
The final report is set to be handed down in August.
