EU Investigates Google for Pricing Practices in Online Ads

Introduction

The European Commission has initiated an investigation into Google, focusing on its extensive online advertising operations. The information was disclosed by Bloomberg. Google has already faced billion-dollar fines for violating the EU's Digital Markets Act, and if found guilty of anti-competitive practices, it could face additional sanctions.

Reasons for the Investigation

The Commission has not yet formalized the investigation, but is in contact with Google's clients and competitors. The central concern is that the company may be "artificially raising the closing price" of ad auctions, negatively impacting advertisers. If a violation of EU competition rules is found, Google could be fined up to 10% of its global annual revenue.

Context of Other Investigations

Furthermore, Google is already the target of EU investigations regarding its approach to advertising aimed at minors, with actions initiated back in December 2024. Authorities have also ordered the company to allow access to competing AI assistants on Android and to share search data with rivals.

The Situation in the US

In the United States, a federal judge declared Google a monopolist in online advertising in April 2025, following a legal battle that began with a lawsuit from the Department of Justice. This lawsuit accused the company of dominating the ad market and charging high prices while maintaining a larger share of sales. The DOJ aims for Google to sell its advertising technology unit, although a final decision has yet to be made.

Conclusion

The ongoing investigations demonstrate the increasing pressure on Google regarding its advertising business practices. The implications of these actions could redefine the competitive landscape in the advertising technology sector, both in Europe and the United States. The outcome of this situation could significantly impact how companies operate in the digital market.