Google risks forced breakup of ad business as EU alleges shocking misconduct

Google may soon be ordered to break up its lucrative ad business, which amounted to nearly $225 billion in 2022 and represented nearly 80 percent of Google's total revenue. Today, as expected, the European Commission (EC) sent Google a statement of objections, detailing ad tech antitrust charges and explaining exactly why the EC thinks that breaking up Google's ad business may be the only acceptable remedy.

"We are concerned that Google may have illegally distorted competition in the online advertising technology industry," Margrethe Vestager, the EC's executive vice president, said in remarks published today.

According to Vestager, an EC investigation launched in 2021 found that Google may have favored its own ad tech services when serving as an intermediary ad exchange, matching advertiser supply and publisher demand for advertising space online.