After the USA, Europe is now also behind the idea that Google Ads should be dissolved.

The idea has been brewing in the US for some time, but now Europe has changed tack too: splitting up Google Ads would be the best way to break the company’s unfair dominance.

The problem

Almost two weeks ago, Google received a digital slap on the finger from the EU for being far too dominant in the field of online advertising. At this point, the idea of ​​spinning off some parts of the company had already been voiced. But that idea quickly turned into an urgent proposal. No doubt with the consent of Germany.

Google has a solid European presence in the sale, distribution and maintenance of online advertising. EU Cartel Commissioner Margrethe Vestager now sees no other option than to split up the various platforms and services that Google uses for this.

barking dogs

However, there are still no concrete plans and for the time being there is no American model for a course of action. In the USA, it has so far remained mainly with words.

It goes without saying that Google and its parent company Alphabet will use all legal means to counteract this. So there is no doubt that it will continue.