Sou Hu Cai Jing·2025-09-19 13:48Core Viewpoint - Google is required to submit a restructuring plan for its advertising technology business by early November, following a fine of nearly €3 billion (approximately ¥25.16 billion) imposed by the EU, but the plan will not include a complete divestiture as previously demanded by the EU and industry competitors [1] Group 1: Regulatory Actions - The restructuring plan will not involve the sale of Google's advertising management tool Ad Manager, which includes the AdX trading platform and DoubleClick for Publishers [1] - EU antitrust chief Teresa Ribeiro indicated that ensuring fair competition may require Google to divest parts of its advertising technology business, a statement that is less aggressive than the previous demand for the sale of Ad Manager [1] - Google has consistently opposed any calls for asset divestiture [1] Group 2: Financial Implications - The fine imposed on Google was increased by 60% from the initial draft due to repeated violations, bringing the total amount of antitrust fines imposed by the EU over the past decade to nearly €10 billion (approximately ¥83.87 billion) [1] - Google has announced plans to appeal the fine [1]