Google and Facebook 'Jedi Blue' ad deal probed by EU, Britain

European Union and British antitrust authorities launched parallel investigations on Friday into a 2018 online display advertising deal between Google and Facebook, adding to a long list of regulatory challenges facing the U.S. tech giants.

, defended the "Jedi Blue" deal, which the EU said may thwart ad tech rivals and disadvantage publishers in online display advertising.

"A competing technology to Google's Open Bidding may have been targeted with the aim to weaken it and exclude it from the market for displaying ads on publisher websites and apps," EU antitrust chief Margrethe Vestager said in a statement. "This is a publicly documented, pro-competitive agreement that enables Facebook Audience Network to participate in our Open Bidding program, along with dozens of other companies," Google said in response to the investigations.

Google, which has already been hit by more than 8 billion euros in EU antitrust fines in the past decade, and Facebook are both being investigated by the bloc's executive over other issues and could face fines as much as 10% of their global turnover for breaching its rules.

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