Google (NASDAQ) reportedly offered to sell its AdX advertising marketplace earlier this year to ease concerns from the EU regarding its dominance in the adtech sector. However, European publishers rejected the offer, considering it insufficient to resolve Google’s significant presence across multiple levels of the adtech supply chain. The publishers are pushing for broader divestments to address potential conflicts of interest, according to sources cited by Reuters. The proposal was part of ongoing negotiations amid the EU’s antitrust probe into Google’s adtech practices.
