How are Shopping ads served in the European Economic Area and Switzerland?

Shopping ads in the European Economic Area (EEA) and Switzerland are served by any Comparison Shopping Service (CSS) that advertisers choose to work with. This approach aligns with the regulations in the region, which emphasize the importance of competition and consumer choice.

The use of multiple CSSs provides advertisers with the flexibility to select a service that best meets their needs, thereby enabling a diversified shopping experience for consumers. This framework ensures that various CSSs can compete to display ads, fostering a more competitive advertising landscape.

The other options imply restrictions on which services can serve ads. For instance, the notion of ads being served by only one CSS would limit advertisers' choices and go against the competitive principles encouraged by regulatory bodies. Similarly, referencing Google Merchant Center or Google My Business suggests a singular service model that would not reflect the multi-competitor environment mandated in the EEA and Switzerland.