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The U.S. Federal Trade Commission, along with DOJ is not above raising serious investigations against home-grown companies, such as Google and Microsoft.
The EU is capable of (and has a history of) issuing some very stiff fines, (against Microsoft, for example) but not enough to make any real difference when Microsoft (or Google's parent company, 'Alphabet') are each worth well over 700 billion.
Only the U.S. could force a break up of such companies, it is rare for the U.S. to do so, but not unheard of, with Standard Oil and AT&T being the two biggest examples.
In the U.S. government’s effort to break up Microsoft. the Justice Department won a preliminary victory in 2000 but this was reversed on appeal. The case settled with Microsoft intact.
Google is under fire in the U.S., but the U.S.Justice Department's antitrust probes more often result in an agreement to change certain business practices.
Typically, as sb88 points out, some sort of deal is usually agreed upon.
Unfortunately there is some truth in what Stt1 said (this time). The advertisers will return to Facebook /Youtube once some superficial changes have been made to Facebooks policies. The big 'hope' for the adcertising minnows is that the EU comes along with a big harpoon and throws it at the whale(s). But that could lead to a trade war with America because they protect their own.
Stt1, you are being pimped for as little 10p per post, can you really make a living doing such a stt1h little job.
Relying on someone to write your posts, so sad.
Advertisers boycotting FB/Youtube is nothing new.
How much did Tremor/rthm benefit from large advertisers boycotting Youtube a couple of years ago?
Those advertisers soon went back to Youtube, didn't they? Money talks.
2017 Boycott of Youtube-
YouTube is facing a full-scale advertising boycott over hate speech
https://www.theverge.com/2017/3/24/15053990/google-youtube-advertising-boycott-hate-speech
I saw a Channel 4 News special a couple of days ago on the Boycott of Facebook by some of its largest advertisers.
This seems and on going trend for now and some big names were mentioned as the latest to withdraw their advertising from FB.
If small Ad-tech players could only capture a fraction of the Boycotted spent then that could by itself be a game changing prospect for companies such as Tremor.