In a bold attempt to put an end to the EU’s intense antitrust scrutiny, Google made an unprecedented offer this year: sell its AdX platform, the heart of its digital advertising business. But that gesture fell flat. European publishers swiftly rejected the proposal, claiming it didn’t go far enough to address Google’s tight grip on the entire ad tech supply chain.
This development comes on the heels of a complaint filed by the European Publishers Council, accusing Google of using its power to prioritize its own advertising services. The EU’s regulatory body responded with charges of anti-competitive practices, marking its fourth major case against the tech giant.
Google, in a rare move, suggested divesting its AdX platform, a marketplace connecting advertisers with unsold ad space from publishers. However, publishers argue that selling off just one part of the business isn’t enough. The tech giant’s dominance in every corner of the ad tech world—from the tools publishers use to manage ads to the systems advertisers rely on—creates inherent conflicts of interest. For the publishers, a more significant cut would be required to truly level the playing field.
Despite the rejection, Google maintains that the European Commission’s accusations are based on a misunderstanding of the fiercely competitive ad-tech sector. “We remain committed to this business,” a spokesperson insisted, standing firm against claims of foul play.
As the clock ticks, all eyes are on EU antitrust chief Margrethe Vestager. Last year, she suggested Google might need to part with its sell-side tools like AdX and DFP to resolve these issues. Yet, the Commission isn’t rushing to force Google’s hand. Insiders suggest that an order to halt anti-competitive behavior may come first, with asset divestment potentially on the table if compliance is not met.
Google’s ad empire, which brought in $237.85 billion in 2023, remains at the center of global digital advertising. With the tech behemoth under fire on both sides of the Atlantic, the outcome of this case could reshape the future of online advertising as we know it.
