Google has taken a significant step to resolve an ongoing EU antitrust investigation by offering to sell its AdX ad platform. However, European publishers who initiated the antitrust case have rejected this proposal, citing it as insufficient, according to sources from Reuters.
The investigation began last year when the European Publishers Council filed a complaint, prompting EU antitrust authorities to scrutinize Google’s advertising business. The European Commission accused Google of favoring its own ad services, leading to a fourth investigation against the tech giant. Notably, this marks the first time Google has proposed selling its own assets in an antitrust case, as reported by Reuters.
European Publishers Demand Broader Solutions
Despite Google’s offer, European publishers remain dissatisfied, insisting the company must address broader conflicts of interest within the ad tech sector. They argue that Google’s involvement at nearly every level of ad tech creates an unfair advantage. As one publisher expressed, selling AdX alone isn’t enough; they want Google to tackle issues beyond divestment.
Google, meanwhile, is also facing a related case in the US, where authorities are pushing for the sale of its Ad Manager platform, which includes both AdX and DFP (DoubleClick for Publishers), notes NIXSOLUTIONS. Google’s spokesperson responded to the EU investigation by stating that the Commission’s case is based on “misleading interpretations” of the highly competitive and dynamic ad tech sector, and emphasized the company’s commitment to the business.
Possible Outcomes and What’s Next
EU Competition Commissioner Margrethe Vestager suggested that Google divest both DFP and AdX to eliminate any conflicts of interest. However, it seems unlikely that the EU will immediately force Google to sell its assets. Due to the complexity of the case, Reuters sources believe the EU may first require Google to halt any anti-competitive activities. A divestment order could follow if Google fails to comply with the initial ruling, expected in the coming months.
We’ll keep you updated as the situation develops.