--- title: "Google proposes to amend European advertising technology policies, rejecting business breakup" type: "News" locale: "en" url: "https://longbridge.com/en/news/265877385.md" description: "Google rejects the EU's request to split its business and proposes to amend its advertising technology policies. Google plans to lower the threshold for publishers and advertisers to use its advertising technology and improve the interoperability of its tools. This move responds to the European Commission's ruling, avoiding a destructive split. The EU had previously fined Google for favoring its own services and required it to address conflicts of interest. Google's proposal is similar to the plan submitted during the investigation by the U.S. Department of Justice" datetime: "2025-11-14T09:00:49.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/265877385.md) - [en](https://longbridge.com/en/news/265877385.md) - [zh-HK](https://longbridge.com/zh-HK/news/265877385.md) --- > Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/265877385.md) | [繁體中文](https://longbridge.com/zh-HK/news/265877385.md) # Google proposes to amend European advertising technology policies, rejecting business breakup Google, a subsidiary of Alphabet, has proposed a plan to lower the barriers for publishers and advertisers to use its online advertising technology. This move indicates that Google refuses to accept the European Union antitrust regulator's demand to "split off parts of its business to resolve conflicts of interest." Regulators in both Europe and the United States have targeted Google — Google not only owns the tools used by advertisers and publishers but also controls the advertising trading platform AdX, which is in the intermediary position. As the EU competition regulator, the European Commission fined Google €2.95 billion (approximately $3.4 billion) in September this year. The penalty was imposed because Google favored its own online display technology services, thereby consolidating AdX's core position. The European Commission stated that such behavior harms the interests of competitors, advertisers, and publishers, and required Google to implement measures by November to address conflicts of interest in the advertising technology supply chain, while also suggesting that Google needs to split off parts of its business. Google stated on Friday that it has submitted a proposal to the EU regulators. This proposal is roughly similar to the plan Google submitted during the investigation by the U.S. Department of Justice on the same issue. "Our proposal fully responds to the European Commission's ruling and does not require a destructive split — such a split would harm the interests of thousands of European publishers and advertisers who rely on Google's tools to grow their businesses," Google stated in a blog post. "Our plan includes immediate product adjustments to terminate specific behaviors questioned by the Commission. For example, when publishers use Google Ad Manager, they will be able to set different minimum prices for different bidders," Google added. Additionally, Google proposed to enhance the interoperability of its tools, providing publishers and advertisers with more choices and flexibility. Sources previously told Reuters that if Google continues to engage in anti-competitive behavior, EU regulators may issue a split order in subsequent phases. This action is based on a landmark case involving Microsoft from 20 years ago, which set a precedent for similar regulatory actions. The case against Google by the EU is similar in nature to the related case by the U.S. Department of Justice — the U.S. Department of Justice is also demanding that Google sell AdX. Google has stated that selling AdX is not technically feasible and would create long-term uncertainty for advertisers and publishers. The case is currently under review by a U.S. court. Sources indicated that if the judge rules in favor of the U.S. Department of Justice, it would provide a basis for the European Commission to resolve this issue ### Related Stocks - [Alphabet Inc. (GOOGL.US)](https://longbridge.com/en/quote/GOOGL.US.md) - [Alphabet Inc. 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