LONDON — Google has proposed major changes to its business practices to resolve a European Union antitrust case targeting its ad tech business, but they do not include breaking up the company.
Google's compliance plan submitted to the European Commission, the 27-nation bloc's main antitrust authority, includes “immediate product changes” to end specific practices, the company said in a blog post.
“Our proposal fully addresses the EC's decision without a disruptive breakup that would harm the thousands of European publishers and advertisers who rely on Google's tools to grow their businesses,” the company said on Friday.
Google also said it would appeal the commission's decision to fine the company 2.95 billion euros ($3.4 billion) in September for violating the bloc's competition rules by supporting its own digital advertising services. He accused Google of abusing its dominance by favoring its own online advertising technology services to the detriment of competitors and online advertisers and publishers.
As punishment, Google was also required to make proposals to end what the Commission called “selfish practices” and end “conflicts of interest.”
The commission said it would force Google to sell part of its business if it is not satisfied with the company's proposed remedies.
Google's changes include giving publishers more pricing options in its ad management platform. To eliminate conflicts of interest, the company is modifying its advertising tools to give publishers and advertisers more choice and flexibility.
“We will now review Google's proposed measures to assess whether they effectively end self-preferential practices and address conflicts of interest,” the Commission said in a statement.
