In response to EU monopoly concerns, Google proposed selling its AdX marketplace but faced rejection from European publishers who want further divestment to resolve conflicts of interest.
Google maintains that the EU's case against its advertising products is based on flawed interpretations. The company insists that the ad-tech sector is highly competitive and evolving.
Regulators worry that Google's extensive control in the ad supply chain gives it an unfair edge, harming competition and leading to increased advertising costs.
Both the European Commission and the UK's competition watchdog have raised alarms regarding Google's potential monopoly, while the US Department of Justice has also initiated legal action on this issue.
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