"Google has proposed a plan to the European Commission aimed at addressing antitrust concerns following a €2.95 billion fine imposed on the company for its online advertising practices. The company was given 60 days to come up with a proposal for compliance, and has done so. However, it also said it disagrees with the European Commission's adtech decision "and will appeal.""
"The Register has asked for the company's complete plan, but we have yet to receive a response. The proposal aims to avoid what Google calls "a disruptive break-up." It includes an option for publishers to set different minimum prices for different bidders when using Google Ad Manager, and increasing the interoperability of its tools "to give publishers and advertisers more choice and flexibility.""
Google submitted a compliance proposal to the European Commission after a €2.95 billion fine for allegedly favoring its own online display advertising technology. The company had 60 days to propose remedies and said it disagrees with the Commission's adtech decision and will appeal. The proposal aims to avoid a "disruptive break-up" by offering publishers options to set different minimum prices for different bidders in Google Ad Manager and by increasing interoperability of Google tools to give publishers and advertisers more choice. The Commission previously signaled that divestment might be required and will now analyze Google's measures to determine their effectiveness.
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