LONDON (AP) 鈥� Google has offered to make major changes to its business practices to resolve a European Union targeting its ad-tech business, but they don’t include breaking up the company.
The compliance plan Google submitted to the European Commission 鈥� the 27-nation bloc’s top antitrust enforcer 鈥� includes 鈥渋mmediate product changes” to end specific practices, the company said in a blog post.
鈥淥ur proposal fully addresses the EC鈥檚 decision without a disruptive break-up that would harm the thousands of European publishers and advertisers who use Google tools to grow their business,鈥� the company said Friday.
Google also said it’s appealing the commission’s decision to slap the company with a 2.95 billion euro ($3.4 billion) fine in September for breaching the bloc鈥檚 competition rules by favoring its own digital advertising services. It accused Google of abusing its dominance by favoring its own online display advertising technology services to the detriment of competitors, online advertisers and publishers.
As part of the punishment, Google was also required to come up with proposals to end what the Commission called 鈥渟elf-preferencing practices鈥� and stop 鈥渃onflicts of interest.鈥�
The Commission said it would force Google to of its business if it wasn’t satisfied with the company’s proposed remedies.
Google’s changes include giving publishers more pricing options on its ad management platform. To address conflicts of interest, the company is modifying its ad tools to give publishers and advertisers more choice and flexibility.
鈥淲e will now analyse Google鈥檚 proposed measures to assess whether they effectively bring the self-preferencing practices to an end and address the situation of inherent conflicts of interest,鈥� the Commission said in a statement.
Google is also fighting efforts on the other side of the Atlantic to . The Justice Department has taken the company to federal court to force a divestment after a judge ruled that its ad network was an illegal monopoly.
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