Google pitches EU on adtech fixes to dodge breakup after €2.95B slap

Steven

Google pitches EU on adtech fixes to dodge breakup after €2.95B slap

Summary

Google has submitted a compliance proposal to the European Commission after being fined €2.95 billion for antitrust breaches in online advertising. The company was given 60 days to propose measures; it says it disagrees with the EC’s decision and will appeal. Google’s plan seeks to avoid a disruptive structural break-up by offering operational fixes such as allowing publishers to set different minimum prices for different bidders in Google Ad Manager and improving interoperability of its adtech tools to give publishers and advertisers more choice and flexibility.

Key Points

  • The European Commission fined Google €2.95 billion for distorting competition in adtech by favouring its own display advertising technology.
  • Google had 60 days to propose remedies and has submitted a plan while reserving its right to appeal the finding.
  • Proposed fixes include per-bidder minimum pricing in Ad Manager and increased interoperability between Google’s ad tools and third parties.
  • The EC has previously signalled that a structural remedy — including possible divestment — might be necessary, but will first assess Google’s proposed measures.
  • The case has geopolitical echoes: US political figures have threatened trade retaliation, and the EC is also probing a potential DMA breach over search demotion of publishers.

Context and relevance

This is a major regulatory moment for digital advertising. The EC is testing whether behavioural fixes can cure inherent conflicts of interest in vertically integrated adtech platforms, or whether a structural solution (divestment/break-up) is required. The outcome will affect publishers, advertisers, adtech rivals and set precedents for enforcement under EU competition and DMA frameworks.

Author style

Punchy — this is an important fight over who controls adtech plumbing. If platform power, media revenues or ad supply chains matter to you, the full decision and the EC’s assessment of Google’s fixes are worth reading closely.

Why should I read this?

Short version: if you buy, sell or build anything that relies on online advertising in Europe, this could change the rules of the game. Google’s proposal might keep the current stack intact — or it could be a prelude to a major structural shake-up. Worth a quick read to see which way the regulator might lean.

Source

Source: https://www.theregister.com/2025/11/14/google_antitrust_eu_remedy/