Google has presented a revised proposal to the European Union's antitrust watchdog in an effort to avoid what could be one of its most significant fines to date. This move follows a long-standing investigation by the European Commission into Google's advertising technology (adtech) practices, which regulators allege have allowed the tech giant to unfairly dominate the digital advertising market.

Details of the Revised Offer

According to a confidential EU document seen by Reuters, Google’s latest concessions aim to address concerns that it abuses its dominant position by favoring its own ad services over rivals. While the specific details of the proposal remain undisclosed publicly, sources indicate that the tech giant may be open to structural remedies, including a separation of parts of its adtech business—a step previously considered unlikely.

Why It Matters: Billions on the Line

The stakes are high. If the European Commission finds Google's conduct in breach of EU competition laws, it could impose fines up to 10% of Google’s global revenue, which for Alphabet (Google's parent company) would amount to several billions of euros. In previous cases, the EU has fined Google over €8 billion combined across multiple antitrust rulings, including those involving Android and Shopping services.

Commission Review Underway

The European Commission is currently reviewing the new proposal and gathering feedback from rivals and stakeholders. If the proposal is deemed sufficient, it could become a legally binding settlement and avoid formal charges or fines. However, if regulators find the commitments lacking, Google could still face enforcement action.

Industry and Competitor Response

Several adtech competitors have long accused Google of engaging in self-preferencing behavior, making it difficult for other players to compete fairly in the digital advertising ecosystem. Some companies have called for stronger interventions, such as forcing Google to divest parts of its advertising business entirely.

Outlook: Decision Expected by End of Year

A decision from the European Commission is expected later in 2025. This case is being closely watched across the tech industry, as it could set a precedent for how aggressively Europe will regulate Big Tech’s advertising dominance. Google, meanwhile, continues to assert that its ad products benefit both advertisers and publishers while maintaining that it complies with all relevant laws.