EU slams Google with $3.45bn antitrust fine over adtech monopoly

The European Union has slammed Alphabet-owned Google with a fine of €2.95 billion ($3.45 billion) for abusing its dominance in the online advertising technology (adtech) market.

The sanction, announced on Friday, marks the fourth major penalty the tech giant has faced from European Union regulators in a decade-long tussle over competition practices.

According to the European Commission, Google gave preferential treatment to its own ad exchange platform, AdX, consolidating its grip on the adtech supply chain and charging rivals and publishers steep fees. The watchdog ruled that the company’s conduct, ongoing since 2014, harmed competition and reduced fairness in the digital market.

“Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies,” EU antitrust chief Teresa Ribera warned, adding that divestitures remain on the table if compliance falls short.

Google has 60 days to submit a compliance plan. However, the company has vowed to appeal, arguing that the decision was unjustified and harmful to European businesses.

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This latest fine comes against the backdrop of rising transatlantic trade tensions, with United States President Donald Trump threatening retaliation over European Union action against American tech firms.

While publishers welcomed the ruling, some industry leaders said only a breakup of Google’s adtech arm could end its dominance and revive competition in Europe’s €120 billion advertising market.

Google, whose advertising revenue stood at $264.6 billion in 2024, representing over 75% of its total incom,e remains the world’s leading digital advertising platform.

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