The knee jerk reaction to this kind of story is always: “look, the EU can’t make its own tech giants, so it’s trying to go after US companies”. But it looks like they turned up some real shenanigans engaged in by Google – playing both sides of the ads market, using their platform control to manipulate auctions, etc. The EU’s proposed remedy of breaking up Google’s ads business sounds radical and unreasonable, until you dig into these details and realize how ruthlessly Google’s been exploiting its market power.