Alphabet-backed Google took a big step this year to close an EU antitrust investigation with a proposal to sell its advertising marketplace AdX. However, the publishers in the European region declined the proposal. The EU regulatory authorities scrutinized Google’s lucrative ad tech business division in the previous year after a complaint from the European Publishers Council.
After the complaint, the EU Commission charged Google with preference offered to its in-house advertising services. This complaint opened a fourth case against the well-known search engine globally. The search engine leader has never proposed to sell an asset in an antitrust case.
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The publishers in the European region declined Google’s offer because they wanted to divest more than just AdX to overcome conflicts of interest due to its existence in almost every level of the ad tech supply chain.
Read More: Alphabet-backed Google Proposed to Sell Part of Ad Tech Business, EU Publishers Reject the Offer