Google has submitted a sweeping compliance plan aimed at overhauling its ad-technology operations across Europe. The move comes after the EU fined the company €3 billion for what regulators deemed unfair “self-preferencing” in its digital ad business.

The European Commission’s punishment targets the tech firm’s dominance in three areas of the ad-tech supply chain.

Google lets website owners decide ad prices and use more tools

Google will now allow publishers to decide how much they want to charge for ads on their website through the company’s Ad Manager platform. The tech giant always favored its own services over others by setting uniform pricing rules that discouraged competition.

But after the EU fined the company billions, Google had no choice but to relinquish its unfair monopoly in advertising and create a more competitive bidding space.

Apart from adjusting its pricing, the company will also enhance interoperability across its ad tech services, enabling advertisers to market across multiple websites.

At the same time, publishers will be able to bundle various tools that work well for their content and audience, rather than relying on the limited configurations provided by the tech firm.

While all this is happening, the global digital advertising market is projected to reach $757.5 billion in 2025. The market expects Google to generate $205 billion in revenue, with $171.7 billion from search ads and $33.3 billion from display ads. 

The California-based company has consistently taken the largest share of ad revenue, prompting regulatory authorities to monitor its market influence.

The parent company of Google, Alphabet Inc., stated that the changes will comply with EU standards while maintaining the utility of its ad platform.

Google says these fixes will be rolled out “over time” to give publishers and advertisers enough time to prepare for and test the new tools. The company did not provide specific dates, but the phased approach is expected to minimize disruptions to existing advertising campaigns.

And Google will have the opportunity to experiment with how its changes impact business — all while demonstrating to the European Union, which is investigating the company for anticompetitive behavior, that it can comply with regulators’ demands.

The European Union insists Google was not playing fair in how it shows and sells ads

The EU fined Google because it alleged that the company favored its own ad tools and exchanged data with competitors, making it harder for small companies to compete.

EU antitrust chief Teresa Ribera said the tech firm will eventually have to sell or split parts of its ad technology business to comply fully with EU rules.

Google disagrees with the ruling and plans to appeal the fine, arguing that it is too harsh and that the company has not broken any rules.

However, the company is modifying its ad tech services to demonstrate to the EU that it is willing to comply while still defending itself in the appeal process. 

The appeal could take many months or years, so Google will continue to run its ad business and gradually roll out changes to its platform during this time.

This step-by-step strategy will enable the company to continue dominating digital advertising, maintain steady revenue, and demonstrate compliance while challenging the EU’s decision. 

Analysts say the EU’s decision will make the market fairer, but it won’t be as effective at stopping dominance entirely as breaking up Google’s ad business. 

Many publishers and advertisers are pleased with the news and say they will now be able to compete fairly with larger players.

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