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Google Ordered to Sell Off Part of Ad-Tech in EU Ruling

41 points by pg_1234 3y ago

tracker1 3y ago
I can only assume this will be appealed until the end of days. Realistically I don't expect this to be completely resolved before the end of the decade. I'm also not sure where/how Google can divest in terms of it's Advertising company(ies). Do you just spin off the ad services? Adwords? Are they a shared unit... would it then still be a monopoly, just incentivized to work with more than just google directly? If you did try to break apart the Ads business units, where/how would you split. It's more entrenched and entwined than anything similar that I'm even aware of. The baby bells had nothing on this in terms of scope. This is international business of the majority of online advertising. Would this leave room for upstart marketplaces? I can imagine this will only get worse with more nested layers of IFrames under IFrames sharing data across many networks.
- type0 3y ago
  > I can imagine this will only get worse with more nested layers of IFrames under IFrames sharing data across many networks. Only until Apple trademarks and forbids other uses of the word iFrame - their new supercomputer that you will need to rent hours remotely in order to develop for iOS :-)
- flangola7 3y ago
  How do you build a system that can find and deliver information from anywhere on the internet, to anyone in the world, in <1 second, billions of times a day? They may not be as nimble as they used to be but I trust Google's engineers can figure this one out too.
  - tracker1 3y ago
    In the case of Google Search, it's a single result from a data source they control... Largely ads are that way too. Going back a bit, before Google ate ad-space, the method was a somewhat obtuse bidding cycle for ad display that would then pass around the request via iframe from system to system to finally display an ad. You'd often see upwards of 8-10 layers of IFrame before the actual ad, each one loading a fair amount of JS, that dramatically outweighed even the heaviest of modern JS SPA application tooling. It's still largely how it's done, but google will share info with google, and it has gotten faster. But ad displays cross network are anything but fast, sub 1s or for that matter light. This is also a question of BREAKING UP google into smaller companies from the single ad-space within Google/Alphabet itself. Which complicates things.
officialchicken 3y ago
There is no order or ruling to sell anything - only a statement[0]. This headline and article is entirely incorrect. dang, please correct as you see fit: "Antitrust: Commission sends Statement of Objections to Google over abusive practices in online advertising technology" [0] https://ec.europa.eu/commission/presscorner/detail/en/ip_23_3207 https://ec.europa.eu/commission/presscorner/detail/en/ip_23_...

41 points by pg_1234 3y ago

I can only assume this will be appealed until the end of days. Realistically I don't expect this to be completely resolved before the end of the decade. I'm also not sure where/how Google can divest in terms of it's Advertising company(ies). Do you just spin off the ad services? Adwords? Are they a shared unit... would it then still be a monopoly, just incentivized to work with more than just google directly? If you did try to break apart the Ads business units, where/how would you split. It's more entrenched and entwined than anything similar that I'm even aware of. The baby bells had nothing on this in terms of scope. This is international business of the majority of online advertising. Would this leave room for upstart marketplaces? I can imagine this will only get worse with more nested layers of IFrames under IFrames sharing data across many networks.

type0 3y ago
> I can imagine this will only get worse with more nested layers of IFrames under IFrames sharing data across many networks. Only until Apple trademarks and forbids other uses of the word iFrame - their new supercomputer that you will need to rent hours remotely in order to develop for iOS :-)
flangola7 3y ago
How do you build a system that can find and deliver information from anywhere on the internet, to anyone in the world, in <1 second, billions of times a day? They may not be as nimble as they used to be but I trust Google's engineers can figure this one out too.
- tracker1 3y ago
  In the case of Google Search, it's a single result from a data source they control... Largely ads are that way too. Going back a bit, before Google ate ad-space, the method was a somewhat obtuse bidding cycle for ad display that would then pass around the request via iframe from system to system to finally display an ad. You'd often see upwards of 8-10 layers of IFrame before the actual ad, each one loading a fair amount of JS, that dramatically outweighed even the heaviest of modern JS SPA application tooling. It's still largely how it's done, but google will share info with google, and it has gotten faster. But ad displays cross network are anything but fast, sub 1s or for that matter light. This is also a question of BREAKING UP google into smaller companies from the single ad-space within Google/Alphabet itself. Which complicates things.

officialchicken 3y ago

There is no order or ruling to sell anything - only a statement[0]. This headline and article is entirely incorrect. dang, please correct as you see fit: "Antitrust: Commission sends Statement of Objections to Google over abusive practices in online advertising technology" [0] https://ec.europa.eu/commission/presscorner/detail/en/ip_23_3207 https://ec.europa.eu/commission/presscorner/detail/en/ip_23_...