From Nasdaq.: 2024-09-18 16:40:40

Google offered to sell its AdX marketplace to end an EU antitrust investigation, but European publishers rejected the offer, citing broader concerns about Google’s dominance in the ad tech sector. The EU’s fourth antitrust case against Google centers on alleged favoritism towards its own advertising services. The outcome could impact Google’s $237.85 billion ad revenue and global market dominance.

Google’s unprecedented proposal to divest AdX marks a significant concession, signaling mounting regulatory pressure in Europe. Publishers argue that Google’s presence across multiple ad tech layers poses conflicts of interest. EU regulators may initially focus on anti-competitive practices, potentially leading to further divestment orders if Google fails to comply. The case outcome could set a precedent for regulating tech giants’ market dominance.



Read more at Nasdaq.: European Publishers Reject Google’s Offer to Sell AdX, Seeking Broader Divestment