According to the Zhongtong Finance APP, the UK antitrust regulator Competition and Markets Authority has warned that Alphabet (GOOGL.US)'s Google is abusing its dominant position in the advertising technology field, which may result in Google facing hefty fines and being ordered to change one of its most profitable businesses.

The agency said in a statement on Friday opposing the allegations that Google uses its dominant position in the technology advertising field to prioritize its own services, potentially harming the interests of thousands of UK publishers and advertisers.

CMA interim director Juliette Enser said: "Publishers and advertisers who provide free content can benefit from effective competition, ensuring fair transactions when buying or selling digital advertising space is crucial."

Online advertising is Google's most profitable business, generating about $225 billion in revenue in 2022, accounting for about 80% of total revenue. For a long time, Google has been in a key position in collecting user data, enabling advertisers to target their ads. The company also sells ad space and provides technology for advertisers to find publishers to sell ad space. Google uses its algorithms to automatically calculate and provide ad space and prices to advertisers and publishers when users click on web pages.

Google has responded to the CMA's investigation results, calling it a "misunderstanding of the advertising technology industry." Dan Taylor, Google's Vice President of Global Advertising, said that Google does not agree with the investigation results and will respond accordingly.

European Union regulators have also criticized Google's dominant position in the technology advertising field. Last year, the Commission filed antitrust charges against Google, claiming that it was favoring its own projects over competitors' ad exchanges and that the company was strengthening its core position in the advertising technology supply chain.

It is crucial that the European Commission stated in its July 2023 order that the potential order requiring Google to implement behavioral remedies may not be sufficient to correct the abuse of behavior, which could pave the way for requiring Google to separate its advertising technology business from its core services.

In addition, the US Department of Justice will face Google in a trial in September, demanding the separation of the search giant's advertising technology business on the grounds of alleged illegal monopoly. The US Department of Justice claims that Google's dominant position in the advertising technology field enables it to earn at least $0.3 from every dollar spent by advertisers through its online ad tools.

If the CMA finds any improper conduct, it will have the power to impose a fine of 10% of the company's global revenue. The CMA stated that before making a final decision, it will consider any feedback from Google and the decision will be made by an independent panel outside the group that conducted the preliminary investigation.