The European Commission has imposed a €2.95 billion fine on Google after finding that the company holds a dominant position in the digital advertising technology market. The investigation revealed that Google’s tools – DoubleClick, Google Ads and DV360 – were used in a way that gave preferential treatment to its own AdX exchange, affecting competitive conditions in the advertising ecosystem. Since the Commission’s decision is also likely to influence future developments in digital advertising in Slovenia, Marketing Magazin sought the opinions of local experts on its implications for the domestic market.
Industry observers note that while the ruling is aimed at restoring fair competition on a European level, its ripple effects will inevitably be felt in national markets. For Slovenian publishers and advertisers, the case could redefine how value is created and distributed, opening opportunities for greater transparency and more sustainable growth. At the same time, the decision underscores the importance of independent technological solutions that enable market players to retain control over their data and revenue streams.
“The fine itself will not fundamentally change market dynamics, but it will trigger processes that affect how advertising budgets are distributed among different players. Publishers can expect a larger share of revenue if they manage to seize the new competitive conditions in time. Advertisers will gain additional opportunities to optimize their investments, since greater business transparency will make cross platform comparisons easier. All of this will require companies to adapt proactively by investing in data infrastructure, testing alternative solutions, and establishing partnerships built on transparency. At iPROM we began this process years ago with the development of independent technological solutions based on the effective use of first-party data and the introduction of alternative monetization models. We therefore view the Commission’s decision as a catalyst for change towards a more balanced distribution of value across the entire advertising ecosystem, to the benefit of publishers, advertisers, and ultimately users,” highlighted Simon Struna, Head of Programmatic at iPROM.
The commentary was originally published on the Marketing magazin website The European Commission hit Google with a hefty fine of €2.95 billion.