Alphabet's Google proposed selling its advertising marketplace, AdX, to address a European Union antitrust investigation, but European publishers rejected the offer as insufficient. The EU's scrutiny follows accusations that Google favors its own advertising services, marking the fourth antitrust case against the company. This proposal was unprecedented for Google, as it has never offered to sell an asset in an antitrust case before. Publishers argue that merely selling AdX would not resolve conflicts of interest, calling for Google to divest additional assets. Google maintains that the EU's case is based on flawed interpretations and insists on its commitment to the ad tech business. Similar concerns about Google's dominance in online advertising have been raised globally, including by UK regulators and the US Department of Justice.