The Commission launches another investigation for advertising practices, and there is a fine in sight

The European Commission has just confirmed that it has opened an antitrust investigation against Facebook. The institution wants to check if Mountain's company has violated the competition rules of the European Union by favoring its advertising services to the detriment of advertisers, media and competitors in that market.

This is the fourth major investigation into the company, the previous three having been settled with multimillion-dollar fines of 2,420 million euros, 4,340 million for Android and 1,490 million euros for AdSense. That is to say, it is not even the first one that has for practices with user data.


The Commission strikes again with Vestager in the lead, and a large fine is in sight

Margrethe Vestager, European Commissioner for Competition, has expressed that they are "concerned that Google has made it difficult for rival online advertising services to compete in the so-called advertising technology stack.

It is a matter of special relevance, because according to the statement, the advertising market in the Union was 20,000 million euros, and Google is the major player in the market together with Facebook, which is also being investigated for monopolistic practices regarding the advertising.

The Commission will analyze whether Google's action distorts competition by restricting to third parties the data that the search engine company obtains from third parties. As key parts, the obligation to use the services 'Display & Video 360' or Google Ads to advertise on YouTube will be examined. The most relevant, however, it seems that for the future will be Privacy Sandox, the new system with which Google is going to dismiss the cookies from third parties to replace them with FloC, the cohort system by which instead of monitoring users individually, groups that share interests will be followed.

With condemned third-party 'cookies', advertisers begin to rescue old measurement methods

This could serve to improve user privacy (although on the other hand Google knows them far beyond cookies), but it can serve so that the company has even more control of its users' data than the current one. They will investigate the same with the plan to stop offering the Android mobile advertising identifier to third parties.

More information | European Comission

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