How Google Avoided a 10% Revenue Fine by Changing European Search Rules

The EU issued Google an antitrust ultimatum with a penalty large enough to wipe out tens of billions in revenue, and the concessions Google made to avert the worst of it may ultimately be more costly than the fine itself. The story reinforces heightened regulatory overhang on Google’s core ad/search economics. Net effect is a more negative risk profile for near-term profitability and potential future compliance costs.