Google's Ad Business Could Finally Crack Open

upstart writes:

Regulators in the EU first began probing tech giants' advertising dominance last year:

While Google's multiple antitrust cases continue to drag on here in the U.S., it looks like the search giant's starting to make a few concessions across the pond. Reuters reports that Google's parent company, Alphabet, has made an offer to European Union regulators in response to an ongoing investigation into the tech giants' adtech business: Don't fine us, and we'll let other companies place their ads on YouTube.

Alphabet has reportedly offered to allow its rival advertising technology companies to place ads beside YouTube videos in negotiations with the European Commission, rather than obligating them to use Google Ad Manager, Display & Video 360, and Google Ads to do so. [...]

Amazon has reportedly ceded ground in a similar antitrust investigation. The ecommerce company has offered to boost third-party sellers' visibility in its online marketplace and to share shopper data with them so as to avoid fines, Reuters reports. European regulators could fine Google and Amazon up to 10% of the companies' global revenue if they do conclude the tech giants engaged in anti-competitive practices.

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