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Google to Submit EU Ad Tech Proposal Without Full Breakup

By  |  September 21, 2025

Google is preparing to meet the European Union’s early November deadline to propose changes to its advertising technology operations following a nearly €3 billion ($3.5 billion) fine, according to Bloomberg. The plan will avoid a complete divestiture of Google’s Ad Manager, which includes the AdX exchange and DoubleClick for Publishers, people familiar with the matter said. They cautioned that the timeline for filing could still shift.

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    The fine, announced earlier this month, raised Google’s EU antitrust penalties to almost €10 billion over the last decade. Per Bloomberg, the European Commission increased the latest sanction by 60% due to what regulators described as repeated violations. Google has stated it will appeal the decision.

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    EU antitrust chief Teresa Ribera signaled that regulators may require significant structural remedies if Google’s proposal fails to address concerns. Speaking in New York last week, she said Brussels could be forced to impose “an appropriate remedy,” stressing that selling “some part of its business” might be the only solution. While her predecessor, Margrethe Vestager, advocated for the sale of Google’s Ad Manager, Ribera stopped short of naming specific assets.

    Related: US DOJ Signals Scrutiny of Antitrust Risks in AI Sector

    The issue stretches beyond Europe. A U.S. judge recently ruled that Google illegally monopolized ad technology markets, with the Department of Justice heading to court next week to push for divestment. Bloomberg reports that Ribera is scheduled to meet with DOJ chief Gail Slater in Washington, highlighting a rare alignment between U.S. and EU regulators in pressing for deeper changes to the company’s ad tech structure.

    Despite years of pressure, Google has consistently rejected calls to spin off parts of its advertising business. According to Bloomberg, while the company previously floated possible asset sales to resolve disputes, those measures were not considered sufficient by regulators.

    Source: Bloomberg