Google is facing more antitrust pressure in the EU over its advertising tech. Reuters reports the European Publishers Council (EPC) has filed an EU complaint against Google alleging the company has an illegal “stranglehold” on ad tech and the press. The Internet giant’s ad suite is claimed to be “rife with conflicts of interests” as it not only represents the buyer, seller and auction house, but supposedly exploits that control to profit at the expense of its customers.
Council Chairman Christian Van Thillo saw the complaint as prompting the EU to take action where it was otherwise reluctant. The move should make Google “actually change” its behavior after years of “minor commitments” that don’t provide any substantial impact, Van Thillo said. The EPC pointed to antitrust cases in multiple countries to support its case, including a multi-state US lawsuit.
The EU began its newest…
