On 7 June 2021, the French Competition Authority (“FCA”) concluded an investigation into Google’s ad tech business. The FCA (i) found that Google abused a pan-European dominant position and thereby infringed EU competition law by favoring its proprietary display advertising intermediation services, (ii) fined Google €220 million and (iii) rendered commitments mandatory that Google had offered and intends to implement globally (the “Decision”).  Since Google waived its right to appeal, the Decision is legally binding and final. The Decision is only one effort among many to restore competition in ad tech.  Embedding the Decision in the global debate on competition in online advertising, this article summarizes the technical and economic background, outlines the abuses of dominance
The French Competition Authority fines a Big Tech company €220 million for abuse of a dominant position through self-preferencing in the ad tech industry (Google AdX / Google DoubleClick for Publishers)
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