"Our proposal fully addresses the EC's decision without a disruptive break-up that would harm the thousands of European publishers and advertisers who use Google tools to grow their business,"
""immediate product changes""
"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,"
Google offered major changes to its business practices to resolve a European Union antitrust case targeting its ad-tech business while rejecting a breakup. The company submitted a compliance plan to the European Commission that includes immediate product changes to end specific practices. Google is appealing a 2.95 billion euro fine imposed for breaching competition rules by favoring its own digital advertising services. The Commission required proposals to end self-preferencing practices and stop conflicts of interest and warned it could force divestitures if remedies are inadequate. Google said it would give publishers more pricing options and modify ad tools to increase choice and flexibility. The Commission will analyse the measures to determine their effectiveness.
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