When it comes down to it - it's the same thing with the EU - they can decree that Google be broken apart or stop doing business in the union. Or pay a massive fine based on global profit or exit the union.
The goal of antitrust is to make markets more competitive.
If Google left the EU entirely there’d be even fewer competitors in the digital ads space. Depending on the segment Google’s market share would likely go to Bing, Facebook or TikTok.
The EU wants to increase the market competition, but frustratingly antitrust enforcement may not be effective and might even go in the opposite direction.
>If Google left the EU entirely there’d be even fewer competitors in the digital ads space.
This may be true in the very short term, but leaving a big hole in the market like that creates an opportunity for new players that would have otherwise avoided the space because it was controlled by a monopoly.
If Google left the EU entirely there’d be even fewer competitors in the digital ads space. Depending on the segment Google’s market share would likely go to Bing, Facebook or TikTok.
The EU wants to increase the market competition, but frustratingly antitrust enforcement may not be effective and might even go in the opposite direction.