Tech giant Google has offered to sell its ad marketplace AdX to end a European Union (EU) antitrust investigation into allegations of unfair competition. European publishers, however, called the proposal inadequate. News Reuters.
The European regulator is looking into Google’s ad technology business following a complaint by the European Publishers Council last year. The European Commission then accused Google of prioritizing its own advertising services. Among them, the EU has started the fourth case against the world’s most popular search engine.
According to the three lawyers, Google never offered to sell any assets during the competition case.
Antitrust regulators want to force Google to sell its Ad Manager product in an ongoing case in the United States. Ad Manager includes AdX and Google’s ad serving server DFP.
However, the publishers rejected Google’s offer. They say selling AdX alone will not solve their problems. They are asking Google to sell more assets.
The Commission says that if Google does not comply with this decision of Europe, there may be instructions for the sale of assets in the coming months.
