Google proposed a number of changes in the €2.95B EU antitrust fine over its ad technology. The changes include changes to Google Ad Manager and increasing the interoperability between its tools. Google still plans to appeal the ruling. Google wrote, "As required, we have submitted our compliance plan..." They did a similar thing with the US monopoly case, offering its own remedies.
"DOJ's proposed changes go far beyond the Court's liability decision and the law" in requiring a divestiture of those businesses, Mulholland writes. On top of the divestiture of the one-time AdX business, the DOJ suggests major changes that go beyond the open web display ad server and ad exchange markets, which were specifically cited in the decision. Another of Google's arguments will be that the business decisions targeted by the DOJ are from, like, six to 16 years ago.
The Information recently dropped a juicy scoop about GAM representatives hosting a dinner for top ad agencies in New York City in July to discuss ways that GAM could work directly with buyers. An anonymous source who attended the gathering told The Information that the GAM team brought up tech that would allow agencies to buy ads directly through GAM.
