Google is determined to solve France ad tech’s antitrust case

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People familiar with the matter said Google is close to resolving the antitrust case in France saying the company has abused its power to advertise online and is likely to pay a fine and make operational changes.

The French case, which has not been disclosed before, is one of the most advanced in the world in terms of Google’s dominance as a provider of advertising buying and selling tools on the web.

In connection with the case, the French competition authority claimed that the company’s advertising server, historically known as DoubleClick for Publishers (DFP) and used by most online publishers to sell ad space, gave Google AdX’s online auction company an edge over the rest. Auction operators, people said.

They added that the authority has also claimed other forms of self-preference among Google’s advertising technology tools.

To solve the French fee, Google offered to improve AdX’s interoperability with ad servers run by other companies and remove other barriers that competitors face, some people said. People said the deal has not yet been approved by the authority‚Äôs board, which may reject the deal. If approved, they said, the deal could be announced in the coming weeks.

An expanded version of this report appears on WSJ.com.

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