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]

Core Viewpoint - Google is set to submit a proposal to adjust its advertising technology business before the EU's deadline, following a €29.5 billion fine for abusing its dominant position in the market, but the proposal will not include a complete divestiture of its advertising management platform [1][2][5] Group 1: EU Actions and Regulations - The European Commission imposed a €29.5 billion fine on Google for abusing its dominant position in the advertising technology market, which is a 60% increase from the draft amount due to "repeat violations" [2] - Google is required to submit its solution to the EU by early November, within 60 days of the fine announcement [1][2] - The EU has not ruled out the possibility of structural separation of Google's advertising technology business but prefers to first evaluate Google's own proposals [1][2] Group 2: Legal and Competitive Landscape - Both US and European competition authorities have determined that Google illegally dominates the advertising technology market [5] - The US Department of Justice is pushing for a complete technical separation and divestiture of Google's AdX advertising trading platform [5] - A US judge has ruled that Google illegally monopolized two advertising technology markets, with hearings scheduled to discuss potential business separation [5]

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].