Currently, Google requires advertisers to use their ad manager to place ads on YouTube, which has called the attention of the EU Antitrust. The European Commission opened a probe into Google’s ad technology in 2021 after two years of informal consultations. Officials also cited concerns about potential restrictions on how arrival Ad platforms can run YouTube ads and the fact that advertisers need to use the display and video 360 and Google Ads services.

Google’s concession will help them settle this case and avoid a fine of as much as 10% of their global turnover. Alphabet generated revenue of $257 billion in 2021. However, it is believed that Google will have to address other concerns to resolve this investigation.

The UK’s Competition and Markets Authority is also looking into their company’s technology practices in the United States. Last month government filed a bill with bipartisan support that will break up Google’s ad business.