Europe is Google's heartbreak. Earlier, the EU imposed an anti-trust ticket of 2.7 billion U.S. dollars for the online shopping service of Google. Google said it was not satisfied. According to foreign media latest news, the EU will soon open another huge ticket to Google, this involves Google's online advertising business.
As we all know, Google is one of the largest advertising agencies in the world. Through the AdSense service, Google displays web advertisements on a large number of external websites worldwide. Some news media websites and medium and small webmasters also pay a lot of revenue from Google. However, this business will soon face the European Commission's "rectification".
In the coming weeks, EU antitrust commissioner Margrethe Vestager will conclude an antitrust investigation of Google's Internet advertising business and issue the final ticket, according to the UK's Daily Telegraph website.
In this business, some rivals have accused Google of exploiting the monopoly of online advertising when it signed an exclusive agreement with external Web sites that banned the display of ads from other networks.
In addition to Google AdSense, there are a large number of advertising network agencies around the world displaying advertisements on a large number of external contracted sites, but their market share is far below that of Google.
Relative to the $ 2.7 billion Google Shopping ticket, it is not yet clear how much the Google Internet Advertising business faces, but it is said to be in the hundreds of millions of U.S. dollars. In addition, historical products are included in the EU's investigation of the product and may result in a reduction of the fine Amount.
Prior to this, Google was subjected to a total of three EU Commission antitrust investigations: namely, Google in the search engine results show priority to take care of its shopping service, damage to the interests of external e-commerce businesses; Google through exclusive agreement, undermining Other online advertising alliances; and Google took advantage of Android's dominance, forcing smartphone makers to embed their own applications.
It is reported that the second "target" of the European Commission after the ticket was issued for Google's shopping service was Android, but Vestag recently adjusted the survey plan and Android still needs to conduct more investigations , Will be postponed until next year to issue a ticket. Therefore, the penalties for online advertising business will be advanced.
It should be pointed out that the new European Commission next ticket and measures will have a greater impact on Google.
Google is one of the world's two largest online advertising giants (the other is Facebook), Google's large amount of revenue from the search ads and external sites implanted ads, Google will use search engine crawling tools on the external web page text content Analysis, and thus insert and content-related advertising, thus enhancing the efficiency of advertising.
In view of Google's advertising more efficient, many media sites do not operate online advertising business, but directly insert the ads provided by Google.
In the past years, Google began to diversify the structure of the reform, but with little success, the current online advertising accounted for almost all of Google's sales revenue from emerging markets, such as Andrews software store is too small, in addition to other innovations, including autonomous vehicles R & D projects, developed for many years is still large-scale burn, Google can not bring new revenue.
For the antitrust investigation of the European Commission, Google previously explained that the online advertising market is still fiercely competitive. In addition, Google has adjusted some existing problems and agreements in time before the European Union initiated relevant investigations.
According to reports, next year's Android antitrust investigation, due to the object is too wide, Google may also receive a fine to create a new record in the EU. Currently in the global smartphone market, Android accounts for nearly Jiucheng market share, and countless mobile phone brands also signed an agreement with Google, in addition to Andrews system license also implanted a large number of Google's Internet services and software products.
However, Google rival Apple, iOS operating system also implanted a lot of official software and services, such as Apple's music streaming media market is behind, but by more than 1 billion mobile phones quickly implanted, Apple Music has entered The industry's first camp. Why the EU did not start antitrust investigation of Apple, it is unknown.