"But it's Europe's that may offer the clearest signal of whether breaking up Google's ads business is even possible at this point. Not because the remedies on the table are all that different. On the contrary, regulators on both sides of the Atlantic are increasingly aligned in their view that dismantling Google's ad tech stack is the only real way to unwind its illegal monopoly over how online advertising is traded."
"He warned that if the regulator continues the U.S. will be forced to use trade tariffs against the European Union to "nullify the unfair penalties." The threat came a week after the union agreed to a tendentious truce in the once looming trade war with the U.S. Now, Google's antitrust saga is tangled up in it. Push ahead, and Europe risks economic retaliation. Pull back, and it undermines its own authority."
Two parallel efforts aim to rein in Google's dominance in digital advertising: a U.S. court trial and a faster-moving European enforcement process. Regulators on both sides increasingly view dismantling Google's ad-tech stack as necessary to remedy an illegal monopoly over online ad trading. Europe has a 60-day deadline for Google's remedy proposal and can impose its own solution if unsatisfied, potentially defining the baseline for intervention. The U.S. timeline is longer, leaving open which jurisdiction will act first. Washington's political pressure and tariff threats create a bind between regulatory authority and economic retaliation.
Read at Digiday
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