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Google proposes ad service changes despite EU antitrust scrutiny

Google has proposed adjustments to its advertising services to tackle EU antitrust concerns, coming roughly two months after Brussels imposed a substantial fine.

However, the company resists any divestment or breakup of core assets such as Google Ad Manager.

“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.” Google said in a statement.

“We are also proposing significant changes to address any suggestions of conflict of interest, including increasing the interoperability of our tools to give publishers and advertisers more choice and flexibility.”

Google will let publishers set different minimum prices for individual bidders in Google Ad Manager, enhancing flexibility and transparency.

The company also proposed improving interoperability across its tools, giving publishers and advertisers greater choice and control.

The European Commission has acknowledged receipt of Google’s proposed remedies and is reviewing whether they will effectively address the identified self-preferencing practices and conflicts of interest.

In September, the Commission fined Google $3.4 billion for giving preferential treatment to its own online display technology, reinforcing AdX’s central position.