•  The European Union may compel Alphabet Inc.'s Google to sell a piece of its advertising technology business in order to limit the company's dominance in the digital advertising industry.
  • The European Commission, the EU's top antitrust watchdog, might bring official accusations against Google as early as Wednesday, bolstering attempts to reduce the internet behemoth's dominance in digital advertising.
  • Google has the greatest worldwide ad revenue market share, with $54.55 billion in ad revenues in the first quarter alone.

European Union Takes Action Against Google's Dominance in the Digital Advertising Market.

The European Union explores measures to restrict Google's advertising technology business; Image: Global Competition Review

According to a person with firsthand knowledge of the situation, the European Union is considering requiring Google to sell a portion of its advertising technology company. This measure is part of the EU's efforts to limit Google's dominance in the digital advertising sector.

According to reports, the European Commission, the EU's main competition regulator, intends to launch official charges against Google as soon as this week. Concerns have been raised by the EU regarding Google's broad involvement at practically every level of the online display advertising supply chain.

Orders to dissolve firms issued by the EU's competition enforcer are uncommon. However, dissatisfaction has grown as Google has failed to address competitive issues.
According to research company Insider Intelligence, Google is the world's most prominent digital advertising platform, with a 28% market share of worldwide ad revenue.

In recent years, Google's dominance in internet advertising has come under growing scrutiny. Complaints from competitors regarding allegedly anti-competitive conduct spurred antitrust probes throughout the globe.

The US launched an ad tech lawsuit against Google earlier this year, demanding the divestiture of its ad management suite. The complaint claimed that Google illegally exploited its dominance in internet advertising. Google has categorically denied any wrongdoing.