On September 5 (local time), the European Commission handed down a hefty €2.95 billion (roughly equivalent to $3.45 billion) antitrust penalty to Google's parent entity, Alphabet Inc., citing anti-competitive behavior within its advertising technology (ad tech) division. This development marks Google's fourth encounter with EU-imposed fines over the past ten years. The EU authorities have highlighted that Google has consistently prioritized its proprietary online display ad tech solutions, thereby undermining the competitive landscape and adversely affecting the interests of rival firms and online content publishers. Google is now mandated to present a detailed compliance strategy within a 60-day timeframe. Moreover, the EU has not dismissed the prospect of enforcing structural separations or divestitures within Google's ad tech operations to ensure fair competition.