Google proposes adjustments to its advertising technology in a €3 billion antitrust lawsuit in the European Union.

Google announced on November 14th that it disagrees with the European Commission's ruling regarding its ad technology business and will appeal, arguing that the ruling fails to reflect the current highly competitive and rapidly evolving ad technology industry.

Google stated that it has submitted a compliance proposal as required, which comprehensively addresses the European Commission's ruling without causing disruptive disruption and avoids harming the interests of thousands of European publishers and advertisers who rely on Google tools to expand their businesses. The proposal includes immediate product adjustments to terminate specific practices questioned by the European Commission. For example, publishers using Google Ads Manager can set differentiated minimum prices for different bidders. Furthermore, Google has proposed reforms to address concerns, including enhanced tool interoperability, providing publishers and advertisers with more choice and flexibility.

Google stated that it will continue to cooperate with the European Commission during its review of the proposal, striving to find an effective solution.

In September of this year, the European Commission ruled that Google abused its dominant position and distorted competition in the online advertising market, imposing a fine of €2.95 billion. The European Commission has determined that, since at least 2014, Google has abused its dominant position by harming competitors, advertisers, third-party websites, and applications to support its online advertising business, thereby strengthening its competitive advantage in this area and charging higher intermediary fees. The Commission stated that mere rectification by Google is insufficient; only the divestiture of certain business units can resolve the issue of fair competition. However, given that Google has a 60-day rectification period, the EU will hear Google's proposed measures before making a decision.