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.

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.