In an effort to alleviate monopoly concerns in the European Union, Google has offered to sell its AdX platform, which plays a key role in the advertising market. Despite the offer, European publishers have argued that Google should make a broader sale to eliminate conflicts of interest in its online advertising operations, according to Reuters. Lawyers familiar with the antitrust case said it was the first time Google had proposed an asset sale to counter such a lawsuit.
Despite Google’s offer to sell, it appears the company is not backing down from its adtech business. A Google representative made a statement on the subject, saying, “As we have previously stated, the European Commission’s lawsuit against our third-party display advertising products is based on faulty interpretations of the adtech industry. This industry is highly competitive and rapidly evolving. We remain committed to this business.”
Google’s influence over online advertising is causing concern around the world, with regulators questioning whether the company’s activities at various stages of the ad-tech supply chain are benefiting their businesses and could stifle competition and raise advertising prices.
UK and US also examine Google’s influence on advertising
The European Commission launched this investigation into Google’s advertising department last year. At the same time, the UK’s competition authority drew attention this month to Google’s potential monopoly position in the advertising sector. In the US, the Justice Department has filed a lawsuit against Google on the same issue. The European Union recently ruled in favour of Google in another investigation.
Google’s proposed sale is seen as a result of increasing antitrust pressures globally, but the company’s ongoing push for more comprehensive solutions from European regulators and publishers suggests the process may not be over soon.