Google Offers EU Ad Remedies

Google has proposed remedies to the European Commission following a €2.95 billion fine for antitrust breaches in its ad tech business. The proposals aim to resolve concerns over Google's dominance in the ad tech market, where it was found to be favouring its own services.

To address these concerns, Google is offering to allow publishers to set different minimum prices for various bidders using Google Ad Manager. The company also plans to enhance the interoperability between its tools and those of other businesses, providing more choices for publishers and advertisers. Google hopes these changes will satisfy the EU without requiring a disruptive break-up of its ad tech operations.

The European Commission will now assess whether Google's proposed remedies effectively address the identified violations. Google has stated its commitment to finding a resolution that ensures certainty and consistency for customers in Europe, the United States, and globally.