Google to Skip Full Ad Split in Reply to €3 Billion EU Fine (1)

Google will meet the European Union’s deadline to propose changes to its advertising technology business after a near-€3 billion ($3.5 billion) fine — but won’t include the full breakup the EU and industry rivals have previously pushed for.

The offer, due by early November, will avoid a complete sale of Google’s Ad Manager — the AdX exchange and DoubleClick for Publishers — according to people familiar with the matter, who spoke on condition of anonymity. The filing deadline could still slip, they added.

After doling out this month’s penalty, EU antitrust chief Teresa Ribera hinted that the only ...