Alphabet Inc’s Google has allegedly offered concessions to spin off its ad-tech business in an effort to ward off a second U.S antitrust lawsuit. That entity would reportedly remain a part of Alphabet, the Wall Street Journal reports.
The reported concession comes at the same time when Google remains in Europe’s crosshairs. There, the Digital Markets Act became law earlier this week.
“[As per this law], divestiture may not be a foregone conclusion, in contrast to the U.S bipartisan proposal,” said Arielle Garcia, chief privacy officer at UM Worldwide.
Even if Google were to break up its ad-tech business, “it remains to be seen whether spinning off parts of its ads business into a separate company under Alphabet would suffice to alleviate U.S.-side scrutiny,” Garcia added.
Read more on Adweek.