New Suggestions from Google for the EU's Advertising Technologies

EU Competition Authorities and Pressure on Google

Google announced that it will take significant steps to enable publishers and advertisers to use online advertising technologies more effectively, in light of increasing pressure from European Union (EU) competition authorities. This initiative serves as a strong response to the EU's call for Google to sell off parts of its operations.

EU Commission Imposed a Fine

Both European and US regulatory authorities continue to scrutinize Google's control over the advertising exchange AdX. In September, the EU Commission fined Google €2.95 billion for gaining an unfair advantage in online display advertising services. The Commission requested that Google take measures to eliminate conflicts of interest by November, suggesting that the company sell off part of its business.

New Proposals and Increased Flexibility

Google stated that the new proposal submitted to the EU is similar to the recommendations made in the investigation led by the U.S. Department of Justice. The company indicated that this proposal is prepared to meet the EU Commission's decisions and will not lead to a division that negatively affects thousands of publishers and advertisers in Europe.

More Control with Developed Tools

Additionally, Google will provide publishers with the ability to set different floor prices for different bidders through Google Ad Manager. These new regulations aim to enhance the compatibility of the tools, thus providing greater flexibility.