Wed Sep 18 16:33:00 UTC 2024: ## Google’s AdX Offer Rejected by EU Publishers, Antitrust Probe Continues

**Brussels/New York** – Google’s attempt to settle an ongoing EU antitrust investigation by offering to sell its advertising marketplace AdX has been met with rejection from European publishers. The publishers believe the offer is insufficient to address concerns about Google’s dominance in the ad tech market.

This development marks a significant setback for Google, which has never previously offered to divest an asset in an antitrust case. The company faces accusations of favoring its own advertising services and creating unfair competition for rivals.

The EU investigation was launched following a complaint from the European Publishers Council, who claim Google’s presence in nearly every level of the ad tech supply chain creates a conflict of interest. Publishers argue that selling AdX alone will not address this issue and are demanding a more comprehensive divestment.

A Google spokesperson stated the company believes the EU’s case is based on flawed interpretations of the ad-tech sector. However, they declined to comment on the rejected offer.

EU antitrust chief Margrethe Vestager has previously suggested a potential divestment of both AdX and Google’s publisher ad server, DFP, as a solution. While the Commission is unlikely to force a divestment immediately, it may impose restrictions on Google’s practices in the coming months. A divestment order could be issued later if Google fails to comply.

Google’s advertising revenue accounted for a staggering 77% of its total revenue in 2023, making it the world’s leading digital advertising platform. This ongoing antitrust case has the potential to significantly impact Google’s business and its dominance in the advertising market.

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