Google and Meta are being investigated by antitrust regulators in the EU and UK over “Jedi Blue” — a deal between the two firms that critics say allowed them to block smaller tech companies from gaining a foothold in the online ad market.

In a press statement, the European Commission said it was concerned that the September 2018 agreement “may form part of efforts to exclude ad tech services competing with Google’s Open Bidding programme, and therefore restrict or distort competition in markets for online display advertising.” It’s therefore opening a formal antitrust investigation.

The UK’s Competition Market Authority said it was also investigating the deal, with CMA chief Andrea Coscelli stating: “We’re concerned that Google may…

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