Google hit with European Union antitrust probe on ad-tech dominance

Synopsis: Google faces a European Union enquiry into its advertising technology. 

Introduction  

What is Anti-Trust Policy? 

EU developed its Antitrust policy based on Articles 101 and 102 of the Treaty on the Functioning of the European Union (TFEU). 

• Article 101 prohibits anti-competitive agreements between two or more independent market operators. 
• Article 102 prohibits abusive behaviour by companies holding a dominant position on any given market. 

The goal of EU’s anti-trust policy is to create a level playing field in the free market and prevent businesses from having too much power.  

If companies found violative of any of the provisions, EU will initiate an Anti-trust probe on them.  

Conclusion  

• We are concerned that Google has made it more difficult for competitors to compete in internet advertising. Google and publishers monetise their internet services with the help of online advertising services. 

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