Google proposes ad tech changes to address EU fine

Investing.com -- Google has submitted remedies to the European Commission following a €2.95 billion ($3.42 billion) fine over its advertising technology business dominance, but did not offer to sell parts of the business.

"Our proposal fully addresses the [European Commission’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," the company said in a statement on Friday.

The Alphabet-owned tech giant outlined several proposals to modify its ad tech operations in the European Union. These changes include allowing publishers to set different minimum prices for various bidders when using Google’s Ad Manager platform, and enhancing interoperability between Google’s tools and competitors’ products to expand options for publishers and advertisers.

Google indicated it would maintain dialogue with EU officials during their assessment of the proposal. "We are committed to finding an effective solution that provides certainty and consistency for our customers across Europe, the United States and globally," the company stated.

The fine, issued in September, ranks as the second-largest antitrust penalty ever imposed by the European Union.

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