Google says it has submitted a compliance plan to the European Commission for its ad tech business and will appeal the Commission's decision. The update was shared on the Google Europe blog.
Key details
- Google has submitted a compliance plan to the European Commission as required by the decision.
- The company will appeal the decision and maintains it does not reflect the current ad tech sector.
- The proposal is designed to address the decision without a breakup and to minimize disruption for businesses.
- Immediate product changes are planned to end specific practices identified by the Commission.
- Publishers using Google Ad Manager will be able to set different minimum prices for different bidders.
- Google proposes increasing tool interoperability to give publishers and advertisers more choice and flexibility.
- Google will continue to cooperate with the Commission as it considers the proposal.
- The company seeks certainty and consistency for customers across Europe, the United States, and globally.
Background
The European Commission has investigated Google's advertising technology practices in the EU. In 2023, it issued a Statement of Objections outlining a preliminary view on Google's conduct and potential structural remedies. Google's latest announcement responds to the Commission's decision and details proposed compliance steps.
Source
Official Google blog post on the European Commission ad tech decision
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