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Market domination in Online advertising : the EU imposed additional billion penalty against Google

The EU's competition authorities have imposed for the third Time a multi-billion penalty against the US Internet giant Google. In the case of search engine advertising in service "AdSense for Search" had been disabled, other providers, improperly, informed the EU Commission in Brussels on Wednesday. The company had to pay about 1.49 billion euros of punishment. In the case of "AdSense for Search" can include other web pages of Google search masks and by providing services.

The authorities in Brussels has Google's behaviour in business for some time in the visor. Due to the abuse of its dominant position in product ads in search results-controlling the Commission in 2017, imposed a penalty of EUR 2.42 billion. Due to restrictions of Competition in the Smartphone-System Android is the record penalty of 4.34 billion Euro in 2018 is due. The group digested the financial penalties within a quarter, however, the Commission also made Changes to the business model of Google.

Google have need more than ten years of its dominant position in the market failure and other companies, the chances of a fair competition and innovations installed, said EU competition Commissioner Margrethe Vestager on Wednesday. Internet portals, incorporate AdSense, had been imposed contractual restrictions, to use other provider. The conduct of a business, therefore, was at least since the year 2006. In 2016 - after the first objections of the Commission - picked Google the restrictions.

Financially, AdSense is for Google a niche product

the third competition case Vestager is now, at least against a part of the core business of Google with Online advertising. Financially AdSense" for Google is "more of a niche product. Accurate Figures on the part of the service. However, Google's advertising business as a whole plays the lion's share of the proceeds of the parent group Alphabet. In the final quarter of 2018, the company earned thanks to the sparkling advertising revenues of around nine billion dollars (about 7.9 billion euros). The sales increased sharply and amounted to 39.3 billion dollars. However, the lush growth, increased spending, mainly for infrastructure were also strong.

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was Particularly profound Changes to the business model of Brussels in the case of Android: Google has now requested of device manufacturers money, if you are selling in Europe are Smartphones with free Apps in the group such as maps or GMail. (dpa)

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