Google generated 147 billion dollars in revenue from online ads last year, more than any other company in the world, with ads including search, YouTube, and Gmail accounting for the bulk of overall sales and profits.
Some 16 percent of revenue came from its display or network business, in which other media companies use Google technology to sell ads on their website and apps.
Citing market researcher eMarketer, Reuters reported Google could control 27 percent of global online ad spending this year, including 57 percent for search ads and 10 percent for display.
Google-owned technologies include services like AdX, Doubleclick, or AdSense that power much of the EU’s display advertising market for web pages and apps, which the commission estimated to be worth 20 billion euros in 2019.
Google’s plan to remove browser cookies and to stop tracking Android users via an advertising identifier tool will also be looked at.