The European Commission’s decision to fine Google €2.95 billion for abusing its dominant position in advertising technology is more than a legal measure. It represents an opportunity to reshape the future of programmatic advertising in Europe and our region. Rather than being just another penalty, it signals a move towards a more transparent, fair, and innovative digital advertising ecosystem, in which publishers and advertisers will gain greater influence and independence.
Transparency over monopoly
Google’s advertising ecosystem, which brings together platforms DFP, AdX, and its buy-side tools, has long shaped the way digital ad auctions are conducted. The system was often structured to favour its own solutions, limiting advertiser choice and reducing publisher revenues.
The European Commission’s decision opens the door for change. The era of less transparent practices is coming to an end, pacing the way for a more open and competitive market. Europe is creating the conditions for an ecosystem where publishers and advertisers will have a clearer view of the value of each advertising transaction, while innovation can develop in an environment not based on monopoly but built on transparency, fairness, and trust.
A turning point for European and regional ad tech
The Commission’s decision creates an opportunity for European and regional platforms which can take on a more significant role in the European market. If Google adjusts its practices or restructures parts of its business, it will create room for greater diversity and healthier competition.
Independent SSPs, ad exchanges, and ad servers will have the opportunity to demonstrate their value. Publishers will gain greater negotiating power, while advertisers will benefit from more choice and improved conditions for monetizing investments. Programmatic advertising now faces a rare opportunity to establish itself as an ecosystem where innovation flourishes on the foundations of transparency, trust, and independence.
What publishers and advertisers should do now
The priority for publishers and advertisers is to assess their level of dependence on Google’s ecosystem and its stack. A thorough audit reveals where the business relies most heavily on these tools and highlights areas that may require adjustments. From there, it makes sense to explore alternatives, since regional SSPs and transparent platforms are increasingly competitive and can help diversify operations while reducing reliance on a single provider.
At the same time, it is important to set clear expectations for partners by demanding transparent standards based on KPIs such as take rate, win rate, latency and fill rate, which ensure accountability and strengthen relationships throughout the supply chain. Finally, building data sovereignty through stronger first-party data strategies reduces dependence on global platforms and provides greater control over audiences, performance and long-term growth.
Regulation as a catalyst, not a constraint
Regulation is often seen as an obstacle to progress, but in this case it is quite the opposite. The Commission’s decision creates the conditions for more transparent and fairer competition, where publishers and advertisers gain greater choice, more control, and clearer insight into the value of their investments. For publishers, this means clearer visibility into how much revenue actually reaches them, while advertisers gain the ability to assess campaign performance more accurately. At the same time, independent SSPs and ad exchanges will have an opportunity to grow by competing on more equal terms. More competition can translate into higher revenues for publishers and improved outcomes for advertisers, who can achieve more with the same budget.
Europe is thus opening the door to shaping its own model of digital media ecosystem, founded on transparency and trust. This shift creates room for European and regional technology solutions to establish themselves as credible alternatives to global platforms. Those who start monetize early their first-party data, test regional platforms, and set clear standards of collaboration will secure a competitive edge in the market.
Adapt and take the initiative for growth and independence
The €2.95 billion fine is not the end of the story, but the beginning of a new chapter. Rather than being an obstacle, it marks a turning point that opens the door to a more transparent and competitive digital advertising market. For publishers and advertisers, this is an opportunity to strengthen first-party data strategies, invest in innovative technologies, and forge partnerships that promote sustainable growth and greater independence.
At iPROM, we view this as an encouragement to set standards through solutions that deliver long-term value. Those who start building their own data assets, testing new platforms, and establishing clear frameworks for collaboration in time will be among the first to seize the advantages of this new environment.