Archive · 19 Sep 2025
Google to Dodge EU Ad Tech Split After €3 Billion Fine
The EU fined Google billions of euros because it thinks Google's advertising business isn't fair to competitors.
Google has to change its ad tech business to make things more equal.
While the EU wanted Google to completely split its ad business, it seems Google won't go that far.
The EU is open to Google selling parts of its business to fix the problem.
The US is also looking into Google's ad tech, and they want Google to sell off parts of the business.
This is about making sure Google doesn't have too much control over online advertising.
Google will avoid a full split of its ad tech business despite the EU's push.
The EU imposed a fine of nearly €3 billion on Google this month.
EU antitrust chief Teresa Ribera hinted at the need for Google to sell 'some part of its business'.
The Justice Department in the US is also pursuing divestment.
Google's total EU antitrust fines are approaching €10 billion.
- Who
- Google and the European Union
- What
- Google will propose changes to its ad technology business to resolve EU antitrust concerns.
- When
- Early November (deadline for Google's proposal); ongoing (EU and US investigations).
- Where
- European Union and United States.
- Why
- To address antitrust concerns regarding Google's ad tech practices, and avoid a full split.
- Fine Amount
- Approximately €3 billion ($3.5 billion)
- EU Antitrust Chief
- Teresa Ribera
- Google's Response
- To propose changes to its ad tech business
- Key Google Division
- Ad Manager (AdX, DoubleClick for Publishers)
- US Antitrust Action
- Justice Department pursuing divestment
- Total EU Fines
- Nearly €10 billion in the past decade