The European Union stated earlier that it believes Google has abused its online advertising technology and therefore believes it is necessary to forcibly split its advertising business.
FromRelated StatementThis shows that the EU believes it is difficult to require Google to split its advertising business independently, so it may take tough measures to address the abuse of Google advertising.
In the statement of Margrethe Vestager, Executive Vice President of the European Commission and head of antitrust, it is believed that Google may use its market share to make its advertising business more profitable, thereby affecting the business development of competitors and possibly increasing the cost of advertising.
The EU emphasizes that Google's provision of advertising technology and platforms does not pose a problem. The main reason is that its market share makes its advertising business more profitable, causing both advertisers and intermediary matchmakers to prefer Google to provide trading platforms, making the development of other online advertising platform-related companies relatively restricted.
Since requiring Google to adjust its related businesses can only bring limited improvements, the EU is currently inclined to force Google to split its advertising business, thereby more effectively improving Google's advertising business and potentially causing a monopoly situation.
Prior to this, Google also faced monopoly issues in its advertising business in the United States and was even asked by the U.S. Department of Justice toIts advertising business must be splitHowever, Google has not yet made any corresponding adjustments. If the EU is also ready to put pressure on it, Google may have to readjust its advertising business practices.
