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| Can the EU Rein in Big Tech While Avoiding a Trade War? |
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| Now, the European Commission is set to issue fines against Apple and Meta for violating the DMA—its first levies under the law. The DMA allows for penalties of up to 10% of a company’s global annual revenue. But some suspect the amounts won’t be as harsh as they could be, as the EU attempts to placate the Trump administration. The Trump Effect Apple is accused of two breaches under the DMA: 1. First, Apple is in the hot seat for its App Store rules, which restrict developers from informing consumers about alternative channels for offers and content. 2. Apple is also under fire for designing its choice screen for iOS in a way that makes it more difficult for people to switch to different browsers and search engines. Meta’s fine, meanwhile, stems from its pay-or-consent model, which requires users to either pay for an ad-free experience or consent to personalized ads. Some might call this payment under duress. But in February, President Trump sent a memo stating that fining American companies under the DMA could lead to retaliatory tariffs—a sort of political tit for tat. “This is not just about fines; it’s about the Commission kneecapping successful American businesses simply because they’re American, while letting Chinese and European rivals off the hook,” an anonymous person close to the Meta investigation told Politico. The situation is growing especially tense after France’s competition regulator fined Apple $162.4 million on Monday over its App Tracking Transparency guidelines. The Trump administration views these fines as discriminatory to American businesses, heightening trade-war tensions. Tearing Down the Walled Gardens As the political drama unfolds and the powers that be have their battle of egos, what should publishers look out for? If Apple and Meta are forced to implement changes to their platforms, their stronghold over the ecosystem could weaken. The DMA could help publishers secure better deals with major platforms and gain more access to user data for personalized content and ads. For instance, Apple’s reforms could open iOS to alternative payment and browser options, reducing publisher dependency on its ecosystem. And if Meta must provide tracking-free, no-charge versions of Facebook and Instagram, its ad targeting capabilities could take a significant hit. While the EU will continue to push for these and other changes, President Trump’s influence cannot go unnoticed. The DMA’s success in ensuring fair competition for publishers hinges on whether the EU holds firm against US pressure—and whether platforms like Apple and Meta comply meaningfully. With Trump framing regulation as an economic war, publishers must advocate for policies that protect their cut of the digital ad market. The next six months will determine if the DMA delivers on its promise or becomes collateral in a broader trade conflict. Did you like this newsletter? Is there a topic you want me to tackle next time? Feel free to hit me up with your feedback at abyrd@admonsters.com. |
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| Monster Mashup |
| What the FTC’s Southern Glazer’s Lawsuit Means for Transparency in Retail Media For decades, the Robinson-Patman Act (RPA) sat dormant, almost to the point of irrelevance. That changed in December 2024, when the FTC filed a lawsuit against Southern Glazer’s Wine and Spirits. It may signal a broader reckoning with how power is wielded in retail media today. Read more. How DSPs and SSPs Are Redefining Their Value for Advertisers and Publishers The traditional boundaries between DSPs and SSPs are becoming increasingly blurred. Many companies are playing in both camps, serving both the demand and the supply side with equally robust offerings. Here are three key strategies that will enable them to ride the wave, rather than sink beneath it. Read more. Warner Bros. Discovery Turns On OpenPath For Web News, But Not CTV Warner Bros. Discovery (WBD) officially launched the solution last week, Marisa Crocker, VP of programmatic partnerships and strategy at WBD, told AdExchanger. Read more. |
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