As Big Tech battles EU regulators, it also flaunts its value

Away from headlines discussing the fissures between government and Big Tech, particularly those with a trans-Atlantic bent, representatives of the digital ad industry are attempting to woo policymakers by underlining their economic impact on the region.

Google is poised to face fresh charges, this time for breaching the EU’s Digital Markets Act. The news comes hot on the heels of antitrust authorities in Germany investigating Apple’s App Tracking Transparency (ATT) framework. Both investigations’ primary concern is whether Apple and Google’s policies favor their own technologies over those of third parties. 

In Germany, authorities have asked if Apple’s ATT treats third-party data differently from its own, granting itself advantages in the ad market while enforcing stricter restrictions on competitors. Meanwhile, the pan-European investigation will reportedly probe if it favors its vertical search engines, such as Google Shopping, Google Flights, and Google Hotels, over rivals.

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