Alphabet's Google earlier this year offered to sell its advertising marketplace AdX to allay EU competition concerns over its adtech practices but the proposal got short shrift from European publishers,

Antitrust officials had imposed the fine over how the search giant might have restricted the way that some websites displayed ads sold by its rivals.

In an effort to quell monopoly concerns in the EU, Google reportedly offered to sell its AdX advertising marketplace. Sources told Reuters that European publishers rejected Google's offer, arguing that the company would have to divest more in order to dismantle the conflicts of interest in its online advertising operations.

The European Commission last year charged Google with favouring its own advertising services, opening its fourth case against the world's most popular search engine.

Alphabet's Google took a major step this year to end an EU antitrust investigation with an offer to sell its advertising marketplace AdX but European publishers rejected the proposal as insufficient,

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