The news: Antitrust regulators in the EU and UK are investigating Google and Meta’s 2018 “Jedi Blue” deal, which allegedly gave Meta preferential access to Google’s ad bidding system and was used to block ad tech rivals, per The Verge.
How we got here: The Jedi Blue deal first came under scrutiny when the state of Texas sued Google’s ad business—an effort that 15 state attorneys general are now a part of. But what exactly is Jedi Blue and why are regulators investigating it?
What this means: The EU has led a global wave of regulation and penalties against Big Tech companies, with search and ad technologies coming under especially severe scrutiny, making this investigation the latest in a series of fines, legal challenges, and penalties that have plagued Big Tech in Europe.
Looking forward: It’s not just fines and penalties that Google and Meta have to worry about. New and old legislation like the General Data Protection Regulation are being used in both the US and EU to significantly affect Big Tech’s status quo and force the firms to adopt new data privacy measures and comply with antitrust regulation.