After this summer, EU’s probe in to Google’s Advertising and Search practice can be solved

Glenn

Two years long efforts of European Union in probing the Google’s ad and search practice may get solved after this summer, as mentioned in the report of Reuters. The news agency has also reported that Mr, Joaquin Almunia, the EU Competition Commissioner has said in conference that, “We are trying to reach an agreement after this break of summer. We are seeing as a possible deadline.”
Almunia has further added that the deadline is conditional due to the rivals and regulators agreeing for concession bestowed to EU by the Google. Reuters’ news showed that September will be the possible timeframe when investigation would get settled.Google’s advertising and search practice is under questioned in EU for linking it differently on its vertical service, for disadvantaging their competitors. EU regulators are even more concern about Google content copying in travel reviews for competing the vertical search service and employing its own services. On the plus side, Google is shutting off the competition by search advertising intermediation service by making it too hard for the advertisers to design their campaign with other service providers.

Google has faced such similar probe in US by FTC, but managed to get escape by two voluntary products modifications, namely:

More choice for the websites: Webs can opt for Google search and can remove content from the specialised search pages like, travel, shopping and local.

More ad campaign control: Google Adwords can be used to export ad campaign by the advertisers. They will now be able to integrate ad campaign with third parties which use Adwords API.

With EU, Google has submitted details to solve the issue this month; however this proposal is not yet published. EU has also denied on receiving of any proposal, but Reuters has noted that Google has offered its label to differentiate it from the rivals.

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