The question of how to rein in Google’s dominance of digital advertising is now running on two tracks: one in a courtroom in the U.S., the other in Brussels. Attention has largely followed the American case.
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.
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