Did the EU fine Google over ad tech?
Yes. On 5 September 2025 the European Commission fined Google €2.95 billion for abusing its dominance in ad tech by favouring its own AdX exchange in its publisher ad server and buying tools. It ordered Google to end the self-preferencing and propose remedies; Google submitted behavioral proposals in November 2025, and the Commission has signalled a breakup remains possible.
The Commission's case (AT.40670) found Google had self-preferenced AdX since at least 2014 through its publisher ad server and its buying tools, Google Ads and Display & Video 360. Google said it would appeal. Its November 2025 proposals reportedly included letting publishers set different floor prices for different bidders and improving interoperability.
The Commission published a provisional public version of the decision in January 2026. As of the latest public reporting, it had not announced whether Google's behavioral remedies are sufficient or whether it will seek structural separation. The case runs alongside the United States v. Google case and the EU's Digital Markets Act rules for gatekeepers.