Google is having problems with regulators in both the US and the EU at the moment. They are essentially targeting Google’s ownership tools used by advertisers and publishers along with the exchange AdX.
Google decided to ignore the EU’s breakup suggestion, and sent a counteroffer
The latest development in the company’s struggles comes from the EU. Google has decided to defy EU antitrust regulators’ call for it to sell part of its advertising business to address conflict of interest, and has instead offered to make it easier for publishers and advertisers to use its online advertising tech.
As some of you may recall, Google was fined €2.95 billion ($3.4 billion) back in September for favoring its own online display technology services to reinforce AdX’s role in the process.
November was the deadline
Back then, it was said that such behavior harms the competitors, advertisers, and publishers. The EU gave Google time, until November, to come up with measures to end conflicts of interest. The EU did suggest that Google sell part of the business in order to do that.
Well, Google opted against such a move. The company now says that it has submitted its proposal to the EU. Google said the following: “Our proposal fully addresses the EC’s decision without a disruptive break-up that would harm the thousands of European publishers and advertisers who use Google tools to grow their business.”
The company added: “Our plan includes immediate product changes to end the specific practices the Commission challenges. For example, we are giving publishers the option to set different minimum prices for different bidders when using Google Ad Manager.”
On top of that, the company has offered to increase the interoperability of its tools. That way, publishers and advertisers would have more options.
The ball is in the EU’s court
The ball is in the EU’s court. The European Commission, which acts as the EU competition watchdog, will decide what to do next. If Google fails to meet expectations, it’ll be served with a breakup order.
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