Advertising executives have welcomed the first official anti-trust inquiry into Google's hugely profitable search advertising business, after the European Commission's decision to launch a preliminary probe.
Google yesterday mounted a robust public defence of its secretive search algorithms. It warned that any regulatory move to force it to disclose more about how its technology works would damage its core search service and the advertising that runs alongside it.
The informal review in Brussels was prompted by complaints from three European internet services, one of them owned by Microsoft and another linked to a trade group in which Microsoft has a strong hand, according to Google.
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