Google offered to sell AdX to end EU antitrust suit
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In an effort to address monopoly concerns in the European Union, Google reportedly offered to sell its AdX ad marketplace. Sources told Reuters that European publishers rejected Google’s offer, arguing that the company must make further divestitures to eliminate conflicts of interest in its online ad operations. Lawyers familiar with antitrust cases said this was the first time Google had offered to sell an asset in response to such a lawsuit.
Despite this alleged sale offer, Google has remained publicly firm about its ad tech business. “As we have said previously, the European Commission’s case about our third-party display advertising products is based on flawed interpretations of the ad tech sector, which is extremely competitive and rapidly evolving. We remain committed to this business,” a Google representative told the publication. We have contacted Google and will update this story if we receive any additional comment from the company.
Google’s control over online ads has raised concerns around the world. Regulators have questioned whether the company’s activity at multiple stages of the adtech supply chain allows it to benefit its own businesses, creating unfair advantages that could harm competition and drive up ad prices.
The European Commission launched its campaign against the company’s advertising arm last June. The U.K.’s competition regulator also raised concerns about Google’s potential advertising monopoly earlier this month. Google is also currently being sued by the Justice Department in the U.S. over the same topic.
In an effort to assuage monopoly concerns in the EU, Google reportedly offered to sell its AdX ad marketplace. European publishers rejected Google’s offer, arguing that the company must make further divestitures to eliminate conflicts of interest in its online ad operations, sources told Reuters. Lawyers familiar with antitrust cases said it was the first time Google had offered to sell an asset in response to this type of lawsuit.
Despite this alleged sale offer, Google has publicly remained firm about its adtech business. “As we have said previously, the European Commission’s case about our third-party display advertising products is based on flawed interpretations of the ad-tech sector, which is highly competitive and rapidly evolving. We remain committed to this business,” a Google representative told the publication. We have reached out to Google and will update this story if we receive additional comment from the company.
Google’s control over online ads has raised concerns around the world. Regulators have questioned whether the company’s activity at multiple stages of the ad tech supply chain allows it to favor its own businesses, creating an unfair advantage that could harm competition and drive up ad prices.
The European Commission launched its campaign against the company’s advertising arm last June. The UK’s competition regulator also raised concerns about Google’s potential ad monopoly earlier this month. Google is also currently being sued by the Justice Department in the US on the same subject.