"The modest fine will mark a shift in new EU antitrust chief Teresa Ribera's approach to Big Tech violations from predecessor Margrethe Vestager's focus on hefty deterrent penalties. The sources said Ribera wants to focus on getting companies to end anti-competitive practices rather than punish them. The EU competition enforcer declined to comment. Google referred to a 2023 blog post in which it criticised what it said was the Commission's flawed interpretation of the adtech sector and that both publishers and advertisers have enormous choice."
"Google's 2024 advertising revenue, including from search services, Gmail, Google Play, Google Maps, YouTube, Google Ad Manager, AdMob and AdSense, amounted to $264.6 billion or 75.6% of total revenue. It is the world's dominant digital-advertising platform. Google does not provide revenue figures for its adtech business which relates to advertising on other websites and not Search ads."
The European Commission will impose a modest antitrust fine on Google for alleged anti-competitive practices in its adtech business after a four-year investigation triggered by a complaint from the European Publishers Council and resulting in 2023 charges that Google favours its own advertising services. New EU antitrust chief Teresa Ribera intends to prioritise ending anti-competitive conduct over imposing large deterrent penalties. Google contests the Commission's interpretation of the adtech sector and stresses publisher and advertiser choice. The expected fine will be smaller than past record penalties; Google reported $264.6 billion in advertising revenue in 2024 and does not break out adtech figures.
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