Google’s proposed ad tech fixes face EU scrutiny

The European Commission is asking industry players to review Google’s proposal to settle major antitrust charges involving its advertising technology business — a case that has already led to nearly €3 billion ($3.5 billion) in fines.

What’s happening. The Commission is sharing a non-confidential version of Google’s proposal with about 200 industry stakeholders, including publishers, advertisers, and ad tech rivals.

• The feedback will guide a final assessment of whether Google’s commitments can restore fair competition in the EU’s digital ad market, officials said.

The backstory. Google was fined €2.95B and ordered to stop favoring its own ad tech services. In a blog post last month, Google offered to:

• Let publishers set different minimum bid prices inside Google Ad Manager.
• Increase interoperability between its tools and rival ad tech systems.
• Expand choice and flexibility for advertisers and publishers.

Why we care. If approved, the changes could lead to fairer ad auctions, better ROI, and fewer built-in advantages for Google’s own ad tech. Overall, the EU’s push signals a shift toward a more open, regulated ad market that gives advertisers more control and choice.

Between the lines. If the market test goes well, the EU could move toward closing the case and easing years of regulatory pressure on Google’s ad business.

Meanwhile: Meta in the crosshairs. The EU also opened a new investigation into Meta’s AI features inside WhatsApp, examining whether they distort competition.

• Penalties for antitrust violations can reach 10% of global revenue, though fines that high are rare.
• Meta must now propose remedies; WhatsApp called the concerns “baseless.”