Google announced plans to appeal. The European Commission, however, warned that stronger measures could follow, including forcing the company to divest some of its businesses if it fails to resolve conflicts of interest.
Lee-Anne Mulholland, Google’s vice president and global head of regulatory affairs, said: “The European Commission’s decision about our ad tech services is wrong and we will appeal. It imposes an unjustified fine and requires changes that will hurt thousands of European businesses by making it harder for them to make money.”
“There’s nothing anticompetitive in providing services for ad buyers and sellers, and there are more alternatives to our services than ever before.”