Google proposed to sell part of its ad tech business, but EU publishers want more

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Tsveta, a passionate technology enthusiast and accomplished playwright, combines her love for mobile technologies and writing to explore and reveal the transformative power of tech.

, accusing it of monopolistic behavior in the ad industry. The European Union has argued that Google's tactics stifle competition and crush its rivals,. On top of that, the European Commission says Google is giving its own ad services an unfair advantage and has just opened its fourth case against the search giant.it offered to sell its advertising marketplace, AdX, in a bid to wrap up an EU antitrust investigation.

According to three lawyers familiar with antitrust cases, Google has never offered to sell one of its assets in a case like this before. They weren't authorized to speak publicly, but apparently, this move marks a first for the tech giant. As we have said before, the European Commission's case about our third-party display advertising products rests on flawed interpretations of the ad-tech sector, which is fiercely competitive and rapidly evolving. We remain committed to this business.hinted that Google could sell its sell-side tools, DFP and AdX, to resolve conflicts of interest. However, it's unlikely the Commission will force Google to divest assets right away.

 

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