"The Commission has received Google's plan for addressing competition violations in its advertising technology (adtech) business, following the EU's enforcement earlier this year. "We will now analyse Google's proposed measures to assess whether they effectively bring the self-preferencing practices to an end and address the situation of inherent conflicts of interest," said Commission spokesperson Arianna Podesta in a statement sent to Euractiv on Thursday."
"The Commission fined Google €2.95 billion in September for breaching the bloc's antitrust rules in adtech markets by favouring its own services to the detriment of competitors, advertisers, and online publishers. Google was given 60 days to inform the Commission how it would end the illegal self-preferencing and put measures in place to halt conflicts of interest in the adtech supply chain, where the company dominates both the buy- and sell-sides of the market, via tools such as Google Ads, Google Ad Manager, and AdX."
"When the Commission announced the antitrust decision, it said that it could still order a break-up of Google's business to address the conflicts of interest but wanted to give Google a chance to propose a remedy first. "This remains our position at this point," Podesta confirmed today of the potential for the EU ordering a break-up of Google in the future. The Commission will now look at the measures Google has proposed."
The Commission has received Google's plan to address competition violations in its adtech business and will assess whether measures end self-preferencing and resolve inherent conflicts of interest. The Commission fined Google €2.95 billion for favouring its own adtech services to the detriment of competitors, advertisers, and online publishers. Google had 60 days to explain how it would end illegal self-preferencing and halt conflicts across the adtech supply chain, where it dominates both buy- and sell-sides through Google Ads, Google Ad Manager, and AdX. The Commission may still order a breakup but will first assess remedies and impose appropriate measures if proposals are insufficient, prioritising a swift market change despite no fixed deadline.
Read at Euractiv
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