Google has proposed changes to its advertising services to address European Union antitrust concerns, approximately two months after Brussels issued a massive fine. However, the proposal notably defies any regulatory pressure for a divestment or breakup of key assets, including the Google Ad Manager platform. The company's plan is aimed at settling the antitrust charges without resorting to structural separation of its business units. The proposed modifications include immediate product changes, such as giving publishers the ability to set different minimum prices for different bidders within Google Ad Manager. Google also stated it is putting forward significant changes to tackle any perceived conflicts of interest in its ad stack. This development occurs as Alphabet navigates broad challenges, including intense antitrust scrutiny in both the U.S. and Europe and increasing competition in the artificial intelligence space.