By Foo Yun Chee

BRUSSELS, (Reuters) – Alphabet (NASDAQ) was the subject of an antitrust investigation by the European Publishers Council on Friday. Its digital advertising business could strengthen Margrethe Vestager’s probe into the matter.

Google generated $147 billion from online advertising in 2020. This was more than any other company worldwide. Google’s revenue came mostly through search, YouTube, and Gmail ads.

The company earned approximately 16% from its display business or network, where other media companies also use Google technology for advertising on their apps and websites.

The European Commission launched an investigation in June to see if Google prefers its online advertising technology services over those of competitors, publishers and advertisers.

Axel Springer was one of the publishers’ trade bodies, which also includes News UK, Conde Nast and Bonnier News. Editorial Prensa Iberica is another member. It alleged that Google controls press publishers through its adtech dominance.

Christian Van Thillo (EPC Chairman) stated that it was high time the European Commission took steps to force Google to change its behavior.

He stated that Google has “achieved end-to-end command of the entire adtech value chain and boasted market shares as high at 90-100% for segments of the chain.”

Vestager was the one who in 2013 fined Google over 8 billion euro ($9.2billion) for anti-competitive actions in three different cases. In 2012, Vestager initiated an investigation into Google’s digital advertising.

Google stated that it will engage in constructive dialogue with the Commission.

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