Google has secured a major victory by overturning a €1.49 billion ($1.66 billion) fine imposed by the European Union (EU) for antitrust violations in its online advertising business. The EU’s General Court annulled the penalty, dealing a blow to the European Commission, which had issued the fine in 2019.

This case focused on a specific part of Google’s advertising business, where the company sold ads that appeared next to search results on third-party websites. The European Commission had accused Google of using exclusivity clauses in contracts to block these websites from hosting ads sold by its rivals. But the court ruled that the Commission "committed errors" in its analysis, stating that it failed to prove Google’s practices hurt competition or harmed consumers.

What Was the Case About?

 The €1.49 billion fine targeted Google’s use of exclusivity clauses with third-party websites. These clauses allegedly prevented the websites from displaying ads sold by competitors, limiting choice for advertisers and raising costs. 

The European Commission claimed that this gave Google an unfair advantage and reinforced its dominant position in the market. However, the General Court disagreed. It found that the Commission did not adequately demonstrate how these clauses hurt innovation or consumer choice.

The ruling provides Google with much-needed relief, as it has faced several fines in Europe over the last decade, amounting to around €8 billion. Despite this win, Google is not out of regulatory trouble.

Google’s Ongoing Antitrust Battles

Even though the General Court ruling is a significant win, Google continues to face antitrust scrutiny. The EU has opened several investigations into the company’s business practices, with a particular focus on its advertising technology (ad-tech) operations. 

In 2023 alone, Google’s ad-tech business generated $237.85 billion, which accounts for roughly 77% of its total revenue. This success has raised red flags for regulators, who claim that Google’s dominance in the digital ad market stifles competition. 

EU Antitrust Investigation into Ad-Tech 

The European Commission launched its fourth antitrust case against Google last year, this time focused on its digital advertising services. The case followed a complaint from the European Publishers Council, which argued that Google unfairly favored its own ad services over competitors’.

Google proposed selling its advertising marketplace, AdX, to resolve the investigation. AdX is a crucial component of Google’s ad-tech infrastructure, allowing publishers to sell their unsold ad space to advertisers in real time. The proposal marked the first time Google offered to sell an asset in response to antitrust concerns.

However, European publishers rejected the offer, calling it insufficient. They argued that Google’s presence throughout the entire ad-tech supply chain creates serious conflicts of interest. Selling AdX alone, they said, would not resolve the larger issue of Google’s market dominance. 

The European Commission is aware of these concerns, but sources suggest that regulators are unlikely to force Google to divest any assets immediately. Instead, the Commission may issue orders for Google to stop its allegedly anti-competitive practices within the next few months. A more significant order, such as a forced divestment of more assets, could come later if Google fails to comply.

Why Does AdX Matter?

AdX, short for Ad Exchange, serves as a real-time marketplace where publishers can sell available ad space to advertisers. Google’s involvement in almost every level of the digital ad market—from the sale to the placement of ads—has drawn sharp criticism from regulators. EU antitrust chief Margrethe Vestager has been vocal about the need for Google to address its conflicts of interest. 

Although the European Commission may not push for immediate asset divestment, it could still impose other restrictions or orders that change how Google operates in the EU. The decision on this matter is expected in the coming months.

U.S. and UK Regulators Target Google’s Ad-Tech Dominance

Google’s antitrust challenges extend well beyond the EU. In the U.S., the Department of Justice (DOJ) is also seeking to break up parts of Google’s ad-tech business. Specifically, the DOJ has targeted Google’s Ad Manager, which includes AdX and DoubleClick for Publishers (DFP). Like the EU case, U.S. regulators argue that Google’s dominance in the ad-tech space limits competition and leads to higher costs for advertisers.

In the UK, competition regulators are also scrutinizing Google for allegedly abusing its market position in digital advertising. This shows that the company’s legal struggles are part of a global wave of regulatory actions aimed at Big Tech.

Despite these challenges, Google has maintained that the digital advertising market is competitive. "The European Commission’s case about our third-party display advertising products rests on flawed interpretations of the ad-tech sector, which is fiercely competitive and rapidly evolving," a Google spokesperson said.

What’s Next for Google?

For now, Google’s legal victory in the EU General Court offers temporary relief. However, the possibility of future orders, including divestment, remains on the table. As regulators in Europe, the U.S., and the UK continue to investigate, the company’s grip on the global digital ad market will be closely watched.

Will Google’s strategy to sell parts of its ad-tech business appease regulators? Or will further divestments be necessary to fully address antitrust concerns? These questions will likely shape the next phase of Google’s battle with global regulators as the world’s largest digital advertising platform navigates a complex legal landscape.