Google Proposes Changes In EU Ad Tech Monopoly Case

11/14/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google’s Proposed Changes Following €2.95B EU Antitrust Fine

Google has proposed significant modifications to its ad technology tools following a €2.95 billion EU antitrust fine. These changes focus on enhancing interoperability and allowing publishers more control over pricing in Google Ad Manager. Despite these proposals, Google plans to appeal the ruling, emphasizing that their solution avoids disruptive break-ups affecting European advertisers and publishers.

Optimixed’s Overview: How Google Plans to Adapt Its Ad Tech Amid EU Regulatory Pressure

Google’s Response to EU Antitrust Ruling

In response to the European Commission’s €2.95 billion antitrust fine, Google has outlined a compliance plan aimed at addressing regulatory concerns within its ad technology ecosystem. The company is focusing on two primary changes:

  • Price Flexibility for Publishers: Google will enable publishers using Google Ad Manager to set different minimum prices for different bidders, enhancing their control over auction dynamics.
  • Improved Tool Interoperability: By increasing compatibility across its advertising tools, Google seeks to provide publishers and advertisers with greater choice and operational flexibility.

Strategic Position and Future Plans

While Google asserts that these proposed changes fully comply with the European Commission’s decision, the company stresses its concern over potential “disruptive break-ups” that could negatively impact thousands of European businesses relying on Google’s advertising infrastructure. Consequently, Google intends to appeal the ruling, following a similar approach it took in the US monopoly case by offering its own remedies.

Industry Implications

This development signals ongoing tensions between major technology platforms and regulators aiming to ensure competitive practices in digital advertising. Google’s proposals attempt to balance regulatory demands with operational continuity for users of its advertising suite, potentially setting a precedent for how tech giants manage compliance in high-stakes antitrust environments.