Core 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]

据悉，该方案最迟需在11月初提交。知情人士表示，方案中将避免完全出售谷歌广告管理平台(Google Ad Manager，包括AdX交易平台和DoubleClick for Publishers)，并补充称提交期限仍可能有所推迟。 9月5日，欧盟委员会宣布对谷歌处以29.5亿欧元罚款，原因是该公司在广告技术市场中滥用主导地位， 损害竞争环境。欧盟方面表示，谷歌被指控在在线广告市场中滥用权力，通过优先推广自身服务，损害 了竞争对手、广告商和在线出版商的利益，从而损害了市场公平竞争环境。 智通财经APP获悉，据知情人士透露，在遭遇近30亿欧元(约合35亿美元)罚款后，谷歌(GOOGL.US)将 于欧盟设定的最后期限前提交对其广告技术业务进行调整的方案，但该方案不会包含欧盟及行业竞争对 手此前推动的全面拆分。 美国和欧洲竞争管理机构均认定，谷歌非法主导广告技术市场。尽管欧盟担心针对美国最大企业之一可 能引发美国前总统特朗普的不满，但在美国国内，对谷歌的诉讼仍在进行中。谷歌的外部律师称，美国 司法部要求更进一步，强制其出售广告交易平台AdX。该外部律师透露，司法部正寻求对AdX实施"完 全的技术分离与剥离"。 此前， ...

Core Viewpoint - The U.S. Department of Justice (DOJ) is proposing that Google divest two of its advertising products to restore competition in the ad tech sector following a court ruling that found Google guilty of maintaining monopoly power in the digital advertising space [1][2]. Group 1: DOJ Proposals - The DOJ's filing suggests that Google should sell its ad exchange product AdX and conduct a phased sale of DoubleClick for Publishers, an ad server for website publishers [2]. - The DOJ also proposes that Google refrain from operating an ad exchange for 10 years after the sale of AdX [2]. - The filing emphasizes the need for Google to open its ad buying tools, including AdWords, to work with all third-party ad tech products on non-discriminatory terms [4]. Group 2: Allegations Against Google - The DOJ alleges that Google has ensured significant revenue losses for publishers that do not use AdX, thereby creating a monopoly by integrating AdX and DFP [3]. - The filing describes the proposed remedies as necessary to terminate Google's monopolies and reintroduce competition into the ad exchange and publisher ad server markets [4]. Group 3: Google's Response - In response to the DOJ's proposals, Google's VP of regulatory affairs stated that the measures would harm publishers and advertisers, arguing that the DOJ's additional proposals exceed the court's findings [5]. - Google has proposed its own remedies, including making AdX real-time bids available to all third-party ad servers and having its actions monitored by an independent compliance observer for three years [8]. Group 4: Broader Antitrust Context - Google is facing antitrust pressure from multiple fronts, including a separate case where the U.S. government is seeking to compel the company to sell its Chrome browser due to findings of monopoly power in the online search market [8].