The European Publishers Council (EPC) on Friday filed a complaint with the European Commission expressing distrust against Google's digital advertising business. This is going to aid EU antitrust chief Margeth Vestager in action. Google grossed nearly $147 billion from online ads in 2020, many times more than any other company in the world, with search engines, YouTube and Gmail ads accounting for the largest share of Google's total sales and profits. 16% of the revenue the company has also received from the network business, in which other media companies use Google AdSense to sell ads on their websites and apps.
The publishers' business bodies, including Axel Springer, News UK, Conde Nast, Bonnier News and Prassa Iberica, have filed their complaints with the European Commission, alleging that press publishers are in full possession of Google because of its technology. EPC President Christian Van Thilo has said that the time has come for the European Commission to make decisions that could make real changes to Google. He said that Google has captured the value chain of advertising technology from top to bottom.
Investigations, which began last year: Vestager, have in recent years imposed a fine of more than 8 billion euros ($9.2 billion) against Google for anti-competitive practices in 3 different cases. Based on repeated complaints, last year, he had also initiated action against Google's digital advertising business. At the same time, a Google spokesperson has said that every year we are also paying billions of dollars directly to publishing partners in our ad network.
Britain's competition regulator on Friday said it has accepted a revised proposal from Google regarding its plan to ban third-party cookies used by advertisers to track consumers. Google claims it is also working on withholding third-party cookies to protect users' privacy. At the same time, other players in the $250 billion global digital advertising sector speak that banning third-party cookies is going to limit their ability. CMA CEO Andrea Koselli said Google is legally obligated to remove this and that the information authority is going to monitor for transparency.
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