Google is said to have offered to sell AdX to end the EU antitrust suit

Google is being accused of having a world control over its online advertising business. According to recent news, the company offered to sell its AdX advertising site to settle antitrust concerns made by the European Union. Reuters says that European publishers turned down the offer because they thought Google would need to sell more assets to fully fix the problems with conflicts of interest in its ad business.

This is the first time Google has said it might sell a big asset in answer to a case like this. Even though they made the offer, Google is still standing by its adtech business, saying that the European Commission’s case is based on wrong assumptions about how the market works.

The fact that Google controls many parts of the adtech supply chain has raised worries around the world. Regulators are wondering if the company’s power hurts competition and drives up the cost of advertising. Google’s advertising business has been looked into by the European Commission since June 2023. Similar investigations have also been started in the UK and the US.

As part of a larger plan to limit Google’s power in the internet advertising business, this case was brought.