The European Commission is asking industry players to weigh in on Google’s proposal to resolve sweeping antitrust charges tied to its advertising technology business — a case that has already triggered nearly €3 billion ($3.5B) in fines.
What’s happening. The Commission is circulating a non-confidential version of Google’s proposal to roughly 200 industry stakeholders, including publishers, advertisers, and ad tech rivals.
- Officials say the feedback will inform the final assessment of whether Google’s commitments restore fair competition in the EU’s digital ad market.
The backstory. Google was fined €2.95B and ordered to stop favoring its own ad tech services. In a blog post last month, Google offered to:
- Let publishers set different minimum bid prices inside Google Ad Manager.
- Increase interoperability between its tools and rival ad tech systems.
- Expand choice and flexibility for advertisers and publishers.
Why we care. The move launches a “market test” that could determine whether Brussels accepts Google’s offer and closes one of its most consequential tech-competition cases. If approved, the changes could lead to fairer auctions, potentially better ROI, and fewer built-in advantages for Google’s own ad tech. Overall, the EU push signals a shift toward a more open, regulated ad market that could give advertisers greater control and choice.
Between the lines. If the market test goes smoothly, the EU could move toward closing its case — easing years of regulatory headwinds for Google’s ad business. But Thursday also underscored the Commission’s broader push to rein in Big Tech, even as U.S. President Donald Trump’s administration continues pressuring Brussels to ease up.
Meanwhile: Meta in the crosshairs. The EU also opened a fresh investigation into Meta’s AI features inside WhatsApp, probing whether they distort competition.
- Penalties for antitrust violations can hit 10% of global revenue, though fines that high are rare.
- Meta must now propose remedies; WhatsApp said the concerns are “baseless.”
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