EU antitrust authorities have opened yet another formal investigation on Google—its fourth one over the last five years, to be exact. This time, the area in question is Google’s ad tech stack, the section of the company that deals with filling virtual website spaces with ad placements online.
Google is being accused of favoring its own ad services over that of its competition, forcing companies to use Google’s native Ad Manger for placing YouTube ads, for example, and pushing its own ad tech onto advertisers in a way that is unconducive towards a level playing field in a free market.