The news: Google offered remedies to settle an antitrust case in the European Union following a nearly €3 billion ($3.5 billion) fine arguing that Google abuses its dominance in digital advertising.

• Google announced in a Friday blog post that it is willing to modify its ad tech products as part of a proposed resolution. The company’s suggested changes would allow publishers to set separate minimum prices for bidders in Google Ad Manager and enhance interoperability across its ad tech tools, giving publishers more flexibility.
• Google reaffirmed that it still disagrees with the European Commission’s decision to fine the company over alleged abusive practices.
• The European Commission stated that it will now assess Google’s proposed changes to determine “whether they effectively bring the self-preferencing practices to an end and address the situation of inherent conflicts of interest.”

Why it matters: The EU’s case marks a significant moment in the digital and search advertising landscape, adding to the mounting scrutiny Google faces and signaling a potential shift in how regulators confront Big Tech’s market power. It foreshadows a future where Google’s long-standing dominance could be fractured.

• When viewed alongside other actions—such as the European Commission’s allegation that Google violated the EU’s Digital Markets Act and the U.S. Department of Justice’s lawsuit claiming Google maintains an illegal monopoly—the EU’s case underscores a broader shift toward more aggressive regulatory scrutiny of Big Tech.
• The EU’s stance marks an aggressive approach globally to dismantle Google’s grip on digital advertising and could lead to a landscape where large platforms can’t self-preference their own ad space and exchanges.
• Regardless of the outcome, the case has business implications for Google. The ruling comes as Google’s grip on the search ad market is slowly weakening, with the company’s US search ad share expected to fall below 50% in 2026, per our forecast.

What it means for advertisers: The EU’s tough stance signals that the global regulatory environment is intensifying. Similar legal scrutiny occurring in other regions, like mounting anticompetitive accusations in the US, could further impact Google’s operations and the broader digital advertising ecosystem.

• With the possibility of more competition and transparency to come, advertisers could benefit from lower fees and a wider range of platform choices.
• Advertisers should monitor the evolving ad tech landscape and be prepared to adjust strategies as new competitors and alternative platforms emerge.