Europe may soon take action against Google’s adtech business due to alleged anticompetitive practices. The European Commission, after evaluating Google’s dominant position in the online ad industry, has concluded that only divesting part of its services would address competition concerns. This would involve Google selling off its core ad-tech assets. It’s not the first time Google has faced scrutiny for its practices. In January, the Department of Justice filed a lawsuit accusing Google of monopolistic behavior that harmed publishers and advertisers in the US. The Justice Department has also previously indicated support for breaking up Google’s ad-tech conglomerate. Similarly, the United Kingdom’s Competition and Markets Authority is investigating Google’s ad-tech business. European Commissioner for Competition, Margrethe Vestager, states that if Google’s abusive conduct is confirmed, it would be illegal under EU competition rules. Rivals and online publishers have long complained about Google’s extensive control over the online advertising ecosystem, arguing that it gives the company an unfair advantage.