In 2017, Google was fined for abusing its dominance in search by giving an unfair advantage to its own shopping service and favoring Google Shopping results over the competition. Google then opened up its auction to more Comparison Shopping Services (CSS) for the purpose of making the shopping service more fair and competitive. A CSS is a site that collects product offers from online retailers and directs shoppers to the retailers’ websites. CSS are able to show Shopping ads in Google’s search results just like Google Shopping does. When you choose a CSS partner, you’ll be able to reach millions of customers on Google Shopping with Shopping ads at a discounted cost-per-click (CPC). Only applicable for retailers advertising in countries that are part of the European Economic Area (EEA), Switzerland, and the UK.