Google offered to sell AdX to end EU antitrust suit

In an effort to quell monopoly concerns in the EU, Google reportedly offered to sell its AdX advertising marketplace. Sources told that European publishers rejected Google’s offer, arguing that the company would have to divest more in order to dismantle the conflicts of interest in its online advertising operations. Lawyers familiar with the antitrust cases said this was the first time Google had offered to sell off an asset in response to this type of lawsuit.

Despite this alleged sale offer, Google is publicly standing firm about its adtech business. “As we have said before, the European Commission’s case about our third-party display advertising products rests on flawed interpretations of the ad-tech sector, which is fiercely competitive and rapidly evolving. We remain committed to this business,” a Google rep told the publication. We’ve reached out to Google and will update this story if we receive any additional comment from the company.

Google’s control over online advertisements has raised concerns around the globe. Regulators have questioned whether the company’s activity in multiple stages of the adtech supply chain allows it to favor its own businesses, creating an unfair advantage that could hurt competition and increase advertising prices.

The European Commission began this push against the company’s ad arm . The UK’s competition watchdog also raised the alarm over a possible Google ad monopoly earlier . Google is also being sued by the Department of Justice over the same topic in the US.