Google Proposes Ad Tech Changes to Address EU Antitrust Penalty

Google has submitted a set of proposed changes to its advertising technology operations in response to the European Commission’s €2.95 billion ($3.42 billion) antitrust fine, aiming to resolve the case without being forced to break up parts of its business. The company emphasized that its plan addresses the Commission’s concerns while preserving the stability of the digital advertising ecosystem relied on by thousands of European publishers and advertisers.

In its statement, Google clarified that a structural divestiture was not part of its proposal, arguing that such a breakup could negatively impact businesses that depend on Google’s advertising tools for revenue and growth. Instead, the tech giant outlined operational adjustments designed to increase fairness and competition within the EU’s digital ad market. Among the key proposals is a change to Google’s Ad Manager platform that would allow publishers to set different minimum prices for individual bidders, giving them greater flexibility and control over ad sales. The company also committed to expanding interoperability between its advertising tools and those offered by rival providers, potentially opening the door to more competitive bidding and improved options for advertisers and publishers.

Google noted that it plans to continue discussions with EU regulators as they evaluate whether the proposed remedies are sufficient. The company added that its goal is to deliver a long-term solution that supports consistency for customers across Europe, the United States, and other global markets. The fine, issued in September, marks the second-largest antitrust penalty in the history of the European Union and underscores the Commission’s intense scrutiny of Big Tech’s influence in the digital advertising sector.

By offering these concessions, Google aims to ease regulatory pressure while maintaining its role as a major player in the global ad tech market, signaling a willingness to cooperate as antitrust oversight intensifies worldwide.