EU Fines Google $3.45 Billion Over Ad Tech Monopoly Abuse

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The European Union has fined Google $3.45 billion for abusing its dominant position in the digital advertising market — the second-largest antitrust fine ever issued by the bloc. The largest fine, $5 billion, was also handed to Google back in 2018.

What the EU Found

Since 2014, Google has allegedly engaged in anti-competitive practices in the buying and selling of digital ads, steering businesses toward its own exchange platform, according to the European Commission (EC).

The Commission ruled that Google has 60 days to propose remedies to resolve this “conflict of interest” and stop disadvantaging rivals. One possible remedy under consideration is forcing Google to divest parts of its ad business, though the EC will first review Google’s own proposals.

Google’s Response

The company pushed back, arguing that there is nothing “anti-competitive” about providing services to ad buyers and sellers, and insisted that the market already has “plenty of alternatives.”
Google also said it would appeal the fine and warned that the changes required by the EC would “hurt thousands of European businesses,” making it harder for them to “earn revenue.”

The Bigger Picture

In May 2025, the U.S. Department of Justice also pressured Google to sell its ad exchange AdX and DoubleClick for Publishers (DFP) platform after labeling the company a monopolist in parts of the online advertising market.