Alphabet’s Google has pushed back against pressure from EU antitrust regulators to break up its advertising operations, instead offering a package of product changes aimed at easing competition concerns across the European adtech market
The company confirmed on Friday that it had formally submitted its proposal to the European Commission, weeks after being fined €2.95 billion for abusing its dominance in online display advertising.
The European Commission concluded in September that Google had unfairly favoured its own ad technologies, reinforcing the central role of its AdX exchange and harming rival adtech firms, publishers and advertisers.
Regulators had suggested that only a structural remedy — including the possible sale of part of Google’s advertising business — would fully resolve conflicts of interest along the adtech supply chain.
Google, however, insisted that a forced breakup would create instability for the thousands of European publishers and advertisers who rely on its systems, arguing that its alternative plan would address regulators’ concerns without market disruption.
In a blogpost, the company said its proposal includes “immediate product changes” designed to eliminate the specific practices cited by the Commission.
Among the key commitments, Google said it would give publishers the ability to set different minimum prices for individual bidders using Google Ad Manager — a move intended to level the playing field for smaller adtech rivals.
The tech giant also pledged to increase interoperability across its advertising tools, offering publishers and advertisers more flexibility when working with third-party platforms.
The offer mirrors concessions Google proposed in the United States, where the Department of Justice is pursuing its own antitrust case targeting the company’s control of the digital advertising pipeline.
US regulators want Google to divest AdX entirely, a remedy the company says is “technically unworkable” and would result in prolonged uncertainty for the wider digital advertising industry.
The US case is currently before a federal court, and a ruling in favour of the Justice Department could bolster the Commission’s position, according to sources familiar with the matter.
EU officials have signalled that they may still order a breakup at a later stage if Google continues to engage in anti-competitive behaviour — drawing parallels with a landmark Microsoft ruling from two decades ago.
For now, the Commission will review Google’s latest proposal before deciding whether it meets the requirements set out in its antitrust decision.
A final judgment could determine whether Europe’s most powerful technology regulators are prepared to enforce structural remedies against one of the world’s biggest digital advertising players.
Editing by M10News Business Desk | Contact: business@m10news.com
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