After being fined by France's National Commission on Information and Liberty (CNIL, in the original acronym) last January, the UK and the Netherlands are now moving forward with legal proceedings against the tech giant for its alleged unfair adtech practices.

The two lawsuits together could lead to Google having to pay $25.4 billion for damages to various advertisers due to lost advertising revenue.

However, the US company will refute the accusations, stressing that the lawsuits are "speculative and opportunistic," reports The Drum, quoted by Marketeer.

The Google spokesperson also says that Google does not prevent advertising competition, but rather encourages it by working constructively with European advertisers.

According to the source, Google's advertising technology and tools, along with competitors' solutions, "help millions of websites and apps fund content, enabling businesses of all sizes to effectively reach new consumers."