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Google Defies EU Pressure to Break Up Ad Business Despite $3.5B Fine
Google Defies EU Pressure to Break Up Ad Business Despite $3.5B Fine
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BTCCSquare news:
Alphabet's Google unit will propose changes to its advertising technology business by the European Union's November deadline, but refuses to comply with demands for a full breakup. The decision follows a $3.5 billion antitrust fine—a 60% increase due to repeat violations—bringing Google's total EU penalties to nearly €10 billion over the past decade.
Bloomberg reports the tech giant won't divest its Ad Manager, AdX exchange, or DoubleClick for Publishers, despite regulators insisting structural separation is necessary to ensure fair competition. Google maintains the EU's requirements WOULD harm European businesses and has vowed to appeal the "unjustified" penalty.
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