Google has proposed major Google adtech reforms to comply with the EU’s €2.95 billion antitrust fine and prevent a potential breakup of its advertising business. The European Commission will now evaluate whether these Google adtech changes end long-standing concerns over self-preferencing and restore competition in Europe’s digital advertising market.
TheInterviewTimes.com | November 14, 2025 — Google has submitted a detailed package of compliance commitments to address the European Commission’s landmark antitrust ruling against Google adtech operations. The proposal seeks to resolve a €2.95 billion fine issued in September and avert the risk of a forced breakup of key advertising technology units, including its powerful Google AdX exchange.
EU’s Case Against Google Adtech Practices
The European Commission concluded that Google adtech systems had, since 2014, unfairly favored Google’s own services across the online advertising chain. Regulators said the company’s vertical integration — spanning tools for advertisers, publishers, and ad exchanges — allowed it to steer auctions, restrict competition, and reduce revenue for independent publishers.
The Commission argued that the structure of Google adtech created inherent conflicts of interest. Because Google controlled both the buying and selling sides of digital ads, it could influence bidding dynamics in ways competitors could not detect or challenge. This, regulators said, harmed innovation and strengthened Google’s already dominant position in Europe’s digital advertising market.
In September 2025, the EU issued one of the largest antitrust penalties in its history and ordered Google to propose effective remedies within 60 days. Officials also warned that structural remedies — including forced divestiture of parts of the Google adtech stack — remained on the table.
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Google’s Proposed Fixes and Their Implications
Google’s new plan introduces behavioral adjustments rather than structural separation. Two major commitments stand out:
• More pricing autonomy for publishers
Publishers using Google Ad Manager will be allowed to set varied minimum prices for different bidders. This aims to balance competition between Google AdX and rival exchanges by limiting auction advantages previously enjoyed within the Google adtech system.
• Expanded interoperability
Google pledged to improve compatibility across its advertising tools, giving advertisers and publishers more freedom to integrate third-party software. According to Google, this would reduce operational lock-in and allow businesses to manage ad revenue more transparently.
In its official statement, the company stressed that these changes “address the Commission’s concerns without requiring a breakup,” arguing that a dismantled Google adtech ecosystem could harm smaller publishers that depend on Google’s infrastructure.
Google also said it will appeal the €2.95 billion fine, maintaining that regulators misinterpreted how auctions operate and undervalued the competitiveness of the adtech market.
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European Commission Begins Review of Google Adtech Reforms
The Commission confirmed that it has received Google’s commitments and will open a detailed evaluation. Officials said they will examine whether the proposed changes meaningfully reduce self-preferencing and eliminate conflicts of interest within Google adtech operations.
EU regulators also emphasized that structural remedies remain available if Google’s adjustments fall short. The Commission has used such measures before, and analysts note that the scale of the current investigation suggests the EU is willing to consider far-reaching interventions if needed.
A senior EU spokesperson said the Commission “will not hesitate to act” if the Google adtech remedies fail to restore fair competition.
Parallel Pressure from the United States
The developments in Europe come as Google faces a major antitrust showdown in the United States. In April 2025, a federal judge ruled that Google illegally monopolized the publisher ad server and ad exchange markets. The U.S. Department of Justice has urged aggressive remedies, including mandatory divestiture of Google AdX within a year.
With closing arguments presented on November 17, the American case could influence European regulators. Many industry experts believe the U.S. is setting the stage for the first-ever structural breakup of a major Google adtech unit, potentially reshaping the global advertising ecosystem.
Industry Reactions Highlight Growing Tensions
Reaction from media groups and competitors has been mixed. The European Publishers Council argued that fines alone do not alter entrenched dominance, saying the Google adtech system remains too centralised to ensure fair competition.
In Washington, former President Donald Trump criticized the EU fine and accused Europe of targeting American technology companies for political reasons. Analysts say the dispute could increase trade tensions if the EU imposes stronger penalties on Google.
For the broader industry, the outcome will have far-reaching consequences. Digital advertising remains the economic engine behind much of the modern web, and decisions on Google adtech operations will influence how billions in revenue flow across publishers, platforms, and advertisers worldwide.
Key Takeaways
Google’s proposal marks a pivotal moment in the EU’s scrutiny of Google adtech dominance. Regulators will now test whether these reforms truly resolve long-standing concerns or whether deeper structural intervention is necessary. With parallel pressure from U.S. courts and intensifying global regulatory scrutiny, the future of Google adtech may be shaped by decisions made on both sides of the Atlantic in the coming months.