((Reuters) – Alphabet unit Google wants to assert itself on the market for portable technologies with the purchase of Fitbit against Apple and Samsung. This is a hurdle today when the EU antitrust authorities opened an investigation into the $ 2.1 billion deal.
The move by the European Commission took place last month, despite Google’s commitment not to use the fitness tracker’s data for advertising purposes to address competition concerns.
The EU cartel official said the deal would further consolidate Google’s dominance in online advertising and Google̵
“The data collected on wrist-worn portable devices appears to be a major advantage in the online advertising markets at this stage of the transaction review by the Commission,” said the Commission.
The deal would give Google a data advantage in personalizing ads through its search engine and ads on websites, which would make competition more difficult for competitors and ultimately lead to higher prices for advertisers and publishers.
The Commission will decide whether to approve or block the deal by December 9.