Google reportedly offered to sell AdX amid EU antitrust probe over adtech business

Google (NASDAQ:GOOGL) had offered to sell its advertising marketplace AdX earlier this year to alleviate EU competition concerns over its adtech practices, but the proposal got short shrift from European publishers, Reuters reported on Wednesday, citing two people with direct knowledge of the matter.

Google had reportedly made an offer to European publishers, but it was rejected after being deemed insufficient, Reuters reported.

Publishers want Google to divest more than just AdX to address conflicts of interest due to its presence in almost all levels of the adtech supply chain, the report said, citing sources.