dominance in the ad tech ecosystem. Regulators concluded that Google systematically favored its own advertising products over those of competitors, harming publishers, advertisers, and consumers. The decision, announced on September 5, 2025, is one of the largest penalties ever imposed on a technology company in Europe. Source: Search Engine Land.
Commission orders end to self-preferencing in digital advertising
The ruling requires Google to stop self-preferencing behavior across its ad tech stack, including display advertising and auction systems. The Commission emphasized that structural reforms must be implemented within 60 days. If Google fails to comply, additional sanctions could be imposed, including the possibility of forced divestment of certain ad tech assets.
The investigation revealed that Google’s vertical integration gave it an unfair advantage in ad placement and delivery. By privileging its own tools in auctions, Google limited fair competition and undermined market access for alternative platforms. Regulators argued that this behavior stifled innovation, reduced choices for publishers, and ultimately increased costs for advertisers.
Google criticized the decision, calling it “unjustified,” and announced plans to appeal. The company’s global head of regulatory affairs argued that the ruling could disrupt monetization for European businesses and complicate how publishers access advertising demand. Despite its objections, Google will still need to comply with interim requirements while the appeal process unfolds.
For the ad industry, the ruling could reshape the balance of power. If enforced, it may open new opportunities for competing sell-side platforms and header bidding solutions, giving publishers more independence from Google’s systems. Advertisers may also see improved auction dynamics as new competitors gain ground.
The case forms part of a broader crackdown on Big Tech within the European Union. Regulators have shown increasing willingness to intervene in digital markets where dominance threatens competition. For advertisers and publishers, the immediate priority is to monitor how Google responds in the coming weeks and prepare for potential changes to the ad tech environment.
