Google (GOOG) proposed changes to its advertising services to address antitrust concerns of the European Union approximately two months after Brussels hit the company with a massive fine. However, it defies any divestment or breakup of key assets like the Google Ad Manager.
“Our plan includes immediate product changes to end the specific practices the Commission challenges. For example, we are giving publishers the option to set different minimum prices for different bidders when using Google Ad Manager.” Google said in a statement.
“We are also proposing significant changes to address any suggestions of conflict of interest, including increasing the interoperability of our tools to give publishers and advertisers more choice and flexibility,” the tech giant added.
Google (GOOG) will allow publishers to set varying minimum prices for different bidders in Google Ad Manager, providing more flexibility and transparency. The search engine giant also offered to increase the interoperability of its tools to give publishers and advertisers more choice and flexibility.
The European Commission has confirmed receipt of Google’s proposed remedies and is now analyzing whether the measures will effectively eliminate the identified self-preferencing practices and conflicts of interest.
The European Commission slapped a $3.4 billion fine on Google (GOOG) in September for favoring its own online display technology services to reinforce AdX’s central role.
EU enforcer could issue a breakup order at a later stage if Google (GOOG) continued anti-competitive practices, according to a Reuters report.