Google Faces Modest EU Antitrust Fine in AdTech Case

Brussels, August 29, 2025 — Reported by Reuters, the European Commission is preparing to fine Google over its dominance in advertising technology, marking the conclusion of a long-running investigation into practices that regulators say undermined competition in Europe’s digital advertising market.

According to officials familiar with the case, the penalty will be relatively modest compared with the multibillion-euro fines levied on Google in previous antitrust rulings. The decision comes after years of scrutiny into whether Google gave preferential treatment to its own advertising exchange, AdX, and its publisher platform, DoubleClick for Publishers, at the expense of rival services.

The case was launched in 2021 following complaints from the European Publishers Council, which argued that Google’s control across the adtech supply chain left publishers with fewer choices and reduced revenues. The formal charges, issued in 2023, accused Google of “self-preferencing” giving its own platforms a systematic advantage in ad auctions that determine which advertisements appear on websites.

A Shift in Brussels’ Approach

Unlike past rulings where the EU sought headline-grabbing penalties, such as the record €4.3 billion fine against Google for its Android mobile practices in 2018, the Commission under competition chief Teresa Ribera is signaling a change in strategy. Officials say the focus now is on behavioral remedies and practical changes to business practices rather than structural remedies such as forcing Google to sell parts of its ad business.

This recalibration reflects growing skepticism in Brussels over whether massive fines alone deter Big Tech companies from repeating anti-competitive conduct. Instead, regulators want to impose rules that can be monitored and enforced in real time. For Google, this could mean obligations to treat rival ad exchanges more fairly or to open parts of its advertising ecosystem to greater transparency.

Industry experts view the modest fine as both symbolic and strategic. “The Commission is signaling it doesn’t want to drag this through years of appeals. The aim is to change how Google behaves now, not to rewrite history,” said one antitrust lawyer following the case.

What the Case Was About

At the heart of the investigation is Google’s dual role in the adtech ecosystem: operating both the exchange where ads are bought and sold, and the platforms that publishers and advertisers use to participate in those auctions. Critics argue this vertical integration allowed Google to tip the scales in its favor, making it harder for competitors to win bids and ultimately driving up costs for advertisers.

Publishers said the impact was direct and painful. “When one player controls every step of the chain, from the demand side to the supply side, independent publishers are squeezed out,” said a spokesperson for the European Publishers Council, which first lodged the complaint.

Google has consistently denied wrongdoing, insisting its ad products benefit both advertisers and publishers by improving efficiency and lowering costs. In statements during the probe, the company argued that the adtech market is “highly competitive” and that its tools are just one set among many available to buyers and sellers.

Broader Implications for Big Tech

The ruling comes as part of a broader European effort to rein in the power of major U.S. technology companies. Google remains under scrutiny not only for advertising but also for its search, Android, and AI businesses. The Digital Markets Act, which came into force earlier this year, gives regulators sweeping new powers to designate “gatekeepers” and impose upfront obligations to ensure fair competition.

By opting for a modest fine coupled with enforceable obligations, Brussels is attempting to show it can act quickly and proportionately under Ribera’s leadership. But some critics say the move risks being seen as too lenient. “Without structural remedies, Google’s market power remains intact. A modest fine is just a cost of doing business,” said a former EU regulator.

For Google, the case underscores the balancing act it faces in Europe: complying with regulators’ demands without dismantling its lucrative advertising empire, which remains its primary revenue driver.

What Comes Next

The Commission’s decision is expected to be finalized and announced in the coming weeks. While Google is likely to appeal, as it has in past antitrust cases, industry observers expect the process to be less drawn-out than earlier disputes, given the relatively modest financial impact.

Still, the case will reverberate across the adtech industry. Rival exchanges and publishers will be watching closely to see whether Google alters how it conducts ad auctions and whether new obligations create more space for competitors.

“The precedent matters more than the fine,” said one competition analyst. “This tells us how the EU plans to handle Big Tech going forward – with faster, narrower cases that emphasize compliance over punishment.”