Google announced submission of a proposal to the European Commission to address the Commission’s adtech decision without selling parts of its business.
In the post, Google says product changes would include letting publishers set different minimum prices for different bidders in Google Ad Manager, making additional AdX bid data available to rivals, and other auction adjustments the company describes as minimizing disruption for advertisers and publishers.
The European Commission had previously fined Google €2.95 billion for abusive conduct in display adtech and required measures to end conflicts of interest along the adtech supply chain; the Commission also indicated structural remedies could be required.
Google notes its EU proposal aligns with elements it previously put forward in the U.S. Department of Justice case, including deprecating Unified Pricing Rules so publishers can set bidder-specific floors.
The Commission will next review Google’s submission under the terms of its decision; any accepted commitments or orders will be published by the Commission.
