What's Going On With Google Parent Alphabet Stock Today

European Union antitrust regulators are contemplating pursuing a breakup of Alphabet Inc GOOG GOOGL Google's advertising-technology business as part of a new antitrust complaint, according to sources familiar with the matter.

In April, Google proposed to argue the U.S. Justice Department's alleged breach of antitrust law to build and maintain its search dominance. 

This move intensifies the trans-Atlantic efforts to reduce the search giant's dominance in digital advertising. 

The imminent complaint filed by the EU results from an investigation that the EU regulators officially launched into Google's ad-tech business in 2021. 

As part of the probe, the EU has examined related issues, such as whether Google excluded competitors from brokering ad buys on its video platform, YouTube.

As part of this case, EU officials are considering the possibility of ordering Google to divest certain portions of its ad-tech business.

While the commission can impose remedies other than asset sales if it finds Google guilty of the charges, regulators believe the company could make no obvious behavioral changes to address their concerns, Wall Street Journal reported. 

It is noteworthy since significant divestitures are uncommon in antitrust cases, typically resolved through fines and orders to modify behavior. 

The Competition and Markets Authority of the United Kingdom is also investigating Google's ad-tech business. In the first quarter, Google's ad-tech business accounted for nearly 14% of the company's $54.5 billion in advertising revenue.

Bloomberg reported that the EU plans to file an antitrust case against Google's ad-tech business as early as Wednesday. US tech giant has already faced more than €8 billion in fines.

Price Action: GOOGL shares are up 0.89% at $124.74 on the last check Tuesday.

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