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Google to propose changes to ad tech business after EU fine - Bloomberg

Published 19/09/2025, 13:30
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Investing.com -- Google will propose changes to its advertising technology business by early November to meet the European Union’s deadline following a €3 billion ($3.5 billion) fine, but will not include the complete breakup that EU regulators and industry competitors had sought.

According to a report from Bloomberg, citing people familiar with the matter who spoke on condition of anonymity, Google’s proposal will avoid a full sale of its Ad Manager, which includes the AdX exchange and DoubleClick for Publishers.

The sources indicated that while Google plans to meet the early November deadline for submitting its proposed changes, the filing timeline could still be delayed.

The EU had previously pushed for more significant structural changes to Google’s advertising technology business, as had several of the company’s industry rivals.

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