Shulou(Shulou.com)11/24 Report--

CTOnews.com June 13 news, sources told Reuters yesterday that the EU antitrust regulator may order Google parent company Alphabet to sell part of its advertising technology business.

▲ Touyuan Pexels said the European Commission, the EU's top antitrust regulator, could file a formal complaint against Google as early as Wednesday, further weakening the tech giant's dominant position in digital advertising.

As Google's presence has penetrated into all aspects of the online advertising industry, the EU last year launched an investigation into Google's monopoly in the sector and expressed concern about its dominance. Previously, the EU rarely forced a company to sell some of its business, but such a requirement is becoming more and more likely after Google failed to address antitrust issues.

The European Commission and Google did not immediately respond to requests for comment.

Google is the world's leading digital advertising platform, accounting for 28% of global advertising revenue, according to research firm Insider Intelligence.

Alphabet's ad sales fell to $54.55 billion in the first quarter from a year earlier (CTOnews.com Note: currently about 390.032 billion yuan), but exceeded analysts' expectations. The company's total revenue in the first quarter was $69.79 billion (currently about 498.998 billion yuan), and advertising sales are undoubtedly Alphabet's core source of revenue.

Earlier this year, the US also launched an advertising technology lawsuit against Google, demanding that the company sell its ad manager suite and accusing Google of abusing its dominant position in online advertising, while Google denied any wrongdoing.

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