Alphabet to create separate business unit in Europe to run Google Shopping

According to Bloomberg, Google is going to create a separate business unit to manage shopping content in search results to comply with the European Commission’s recent antitrust decision. This unit will reportedly be required to compete in the auction against shopping competitors.

The unit will apparently use its own budget and revenues to bid in the auction and will only exist in the EU. Shopping search will continue as is in other markets, including the US.

Reuters had earlier reported that Google was going to “display rival shopping comparison sites via an auction.” That approach appeared to be similar to the earlier “rival links” proposal that failed to settle the antitrust dispute before the formal complaint (statement of objections) was filed in 2015.

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