Google offers changes to satisfy EU ad-tech case but they don't include breakup

Google has projected large changes to its concern practices to code an EU antitrust lawsuit targeting its ad-tech operations

LONDON -- Google has offered to marque large changes to its concern practices to resoluteness a European Union antitrust lawsuit targeting its ad-tech business, but they don't see breaking up the company.

The compliance program Google submitted to the European Commission — the 27-nation bloc's apical antitrust enforcer — includes “immediate merchandise changes" to extremity circumstantial practices, the institution said successful a blog post.

“Our connection afloat addresses the EC’s determination without a disruptive break-up that would harm the thousands of European publishers and advertisers who usage Google tools to turn their business,” the institution said Friday.

Google besides said it's appealing the commission's determination to slap the institution with a 2.95 cardinal euro ($3.4 billion) good successful September for breaching the bloc’s contention rules by favoring its ain integer advertizing services. It accused Google of abusing its dominance by favoring its ain online show advertizing exertion services to the detriment of competitors, online advertisers and publishers.

As portion of the punishment, Google was besides required to travel up with proposals to extremity what the Commission called “self-preferencing practices” and halt “conflicts of interest.”

The Commission said it would unit Google to merchantability disconnected parts of its concern if it wasn't satisfied with the company's projected remedies.

Google's changes see giving publishers much pricing options connected its advertisement absorption platform. To code conflicts of interest, the institution is modifying its advertisement tools to springiness publishers and advertisers much prime and flexibility.

“We volition present analyse Google’s projected measures to measure whether they efficaciously bring the self-preferencing practices to an extremity and code the concern of inherent conflicts of interest,” the Commission said successful a statement.

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