一、拉锯战 9月22日，谷歌广告垄断案进入到所谓的"补救阶段"，这次庭审请来的证人横跨整个产业链主审法官还是Leonie Brinkema。几个月前，她已经裁定谷歌在 数字广告市场存在垄断。 解释一下"补救阶段"，就是在认定违法之后，法院要给市场一个修复方案。在司法部（DOJ）和谷歌分别提交各自的不就方案之后，最终的裁量权落在主 审法官Brinkema手里。 根据digiday的报道和分析，接下来，法官需要在几个关键问题上做出决定： 第一，如何让市场真正摆脱反竞争行为。 这意味着不仅要纠正谷歌过去的做法，还要确保未来的广告交易不再被捆绑、倾斜或人为设置障碍。 第二，是否要对谷歌的核心资产动刀。 最核心的问题是 AdX（广告交易平台）和 DFP（出版商广告服务器），这两块业务被司法部认定为垄断的支点。 是彻底拆解，还是通过开放接口、修改规则来"削权"，将决定未来行业的格局。 当年的1月24日，美国司法部在弗吉尼亚东区联邦法院提起诉讼，指控谷歌在AdX（广告交换平台）和DFP（出版商广告服务器）等核心广告技术市场实 施非法垄断，违反《谢尔曼法》第1条和第2条。诉讼的目标是迫使谷歌剥离其广告技术资产。案件在2024 ...

Group 1 - The European Commission, led by President Ursula von der Leyen, remains firm on regulating large US tech companies despite threats from President Trump regarding tariffs, indicating escalating tensions between the US and EU over tech regulation [1][10] - The EU has imposed a record fine of €29.5 billion on Google for violating antitrust regulations in the advertising technology sector, marking the fourth significant penalty against the company [2][3] - The total fines imposed on Google by the EU have reached €9.5 billion, with previous fines for abuses in shopping, Android, and advertising practices [3][7] Group 2 - The EU has demanded that Google propose a viable remedy within 60 days, or face mandatory measures, while Google plans to appeal the decision [7][10] - Trump's administration has expressed strong dissatisfaction with the EU's actions, threatening to initiate a Section 301 investigation into what it deems unfair trade practices by the EU [7][8] - The ongoing conflict highlights a deeper divide in digital regulations, with the EU aiming to assert digital sovereignty and the US tech giants accusing the EU of overreach and discrimination [10][11] Group 3 - The EU's recent decision to impose a fine rather than enforce a forced divestiture of Google's business has sparked internal criticism, with some arguing that fines alone will not change Google's monopolistic behavior [16][17] - The EU faces challenges in balancing external pressures from the US and internal divisions among member states regarding trade interests and regulatory strategies [14][18] - The ongoing battle over digital sovereignty is seen as a critical test of the EU's global governance capabilities and strategic autonomy in the face of US pressure [18]

Core Viewpoint - The European Commission is expected to impose a "modest" fine on Google in an antitrust case related to its AdTech business, without requiring the company to divest any part of its operations [1][2]. Summary by Relevant Sections Antitrust Case Details - The European Commission has accused Google of abusing its dominance in the online AdTech industry since 2014, alleging favoritism towards its own ad exchange, AdX, in auction matching [4]. - The fine is anticipated to be less than the 4.3 billion euros imposed in a previous case in 2018 [2]. Regulatory Approach - The new EU antitrust chief, Teresa Ribera, is reportedly focusing on encouraging companies to cease anti-competitive practices rather than imposing large fines [3]. Google's Position - Google contends that serving both advertisers and publishers is standard practice in the industry, and that competitors also operate similar AdTech businesses [5]. - In 2024, advertising revenue constituted 75.6% of Google's total revenue [5]. U.S. Legal Challenges - Google is also facing legal challenges in the United States, where a federal judge has ruled that the company unlawfully maintained monopolies in key areas of the online ad industry [6]. - The U.S. Justice Department has called for Google to divest significant components of its digital advertising business, including the AdX marketplace and DFP ad-serving platform, to restore competition [7].