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Google proposes adtech changes to avoid breakup after EU fine

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Google proposes adtech changes to avoid breakup after EU fine


Credit: Unsplash/CC0 Public Domain

Google on Friday announced changes to its advertising services to avert the risk of a breakup, two months after Brussels hit the US giant with a massive fine.

The European Commission slapped a 2.95-billion-euro ($3.43 billion) antitrust fine on Google for favoring its own services in September, giving the company 60 days to resolve the issues raised.

The penalty drew an angry rebuke from US President Donald Trump, who threatened fresh tariffs on the EU if it was confirmed. Google has said it will appeal the fine.

“Our proposal fully addresses the decision without a disruptive break-up that would harm the thousands of European publishers and advertisers who use Google tools to grow their business,” a Google spokesperson said.

Despite agreeing to the adtech changes, Google said it still disagreed with the EU decision.

Brussels will now assess the commitments — which come as the bloc treads a line between its determination to enforce its tech rules and its wariness of further provoking Trump.

The EU has set its sights on Google.

Only a day before Google’s announcement, the commission launched a new probe into the US company under its digital competition rules over suspicions it is unfairly pushing down certain news outlets in search rankings.

Google also faces scrutiny over its advertising services in the United States.

A US earlier this year decided against Google over its adtech practices. Google is also seeking to avoid a forced sale in that case in Virginia, and closing arguments are expected to take place on Monday.

The judge is set to make a decision in the following weeks or months.

Immediate changes

When it announced the September fine, the commission said Google had unfairly used its in to favor its own services.

The online giant not only sells advertising on its own websites and apps, but also acts as an intermediary for firms wanting to place ads elsewhere to appear on mobile and computer screens — which Brussels says made it harder for rivals to compete.

Google on Friday said its plan included immediate product changes such as giving publishers the option to set varying minimum prices for different bidders when using Google Ad Manager.

And to address the EU’s accusations of , Google said it would increase the interoperability of its tools for publishers and advisers.

The European Commission confirmed Google had sent its plan.

“We will now analyze Google’s proposed measures to assess whether they effectively bring the self-preferencing practices to an end and address the situation of inherent conflicts of interest,” a commission spokesperson said.

Brussels has slapped multiple fines on Google in recent years.

It fined the giant 4.1 billion euros in 2018 for abusing the market dominance of its Android operating system, and in 2017 slapped a 2.4-billion-euro fine for anti-competitive practices in the price comparison market.

The EU also accused Google in March of treating its own services more favorably compared to rivals as part of a digital competition probe launched last year.

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Tesla Loses Its EV Crown to BYD as Sales Keep Dropping

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Tesla Loses Its EV Crown to BYD as Sales Keep Dropping


Unlike Elon Musk with his list of broken promises, the stats don’t lie. Tesla has lost the title of the world’s largest maker of EVs to Chinese automaker BYD. The signs have been there for a while, with BYD besting Tesla sales in Europe a number of times during 2025. Now it’s official on a global basis.

Despite being blocked from entering the US market, BYD’s seemingly unstoppable rise continues as its EV sales rose last year by 28 percent to 2.25 million. In contrast, Tesla announced today it delivered 1.64 million vehicles in 2025—its second annual decline in a row, and a 16 percent year-over-year decline for the fourth quarter. This is not merely the China brand edging ahead of Tesla in the electric vehicle race; it’s a marked shift.

Last week, BYD stated that in 2025 it sold 4.6 million “new energy vehicles” (which includes both full EVs and plug-in hybrids) globally, with more than a million of these being exported cars. Its passenger vehicle exports specifically were up more than 145 percent year-on-year.

The news comes after a frankly disastrous year for Tesla that saw the high-selling Model Y, crucial for both Elon Musk and his car company, get a half-hearted refresh that bombed, failing to reverse sales woes. It was also a year that disclosed just how few people bought the much-berated Cybertruck; in March, yet another recall revealed the company had apparently sold less than 50,000 electric pickups since customer deliveries began 14 months previously. Musk had told investors Tesla would sell 250,000 Cybertrucks per year.

With Tesla sales down in the US and in free fall in Europe, Musk turned to US president Donald Trump for help. Trump obliged by morphing the White House South Lawn into a makeshift Tesla showroom, claiming he would himself purchase a racy Model S Plaid. But by June it was reported Trump might be selling the car after publicly falling out with Musk.

Just last month, EV news site Electrek reported that Musk’s SpaceX had bought tens of millions of dollars worth of Cybertrucks that supposedly Tesla can’t sell. (You can see the pickups all lined up at SpaceX in this video.) If true, that move would significantly bolster Tesla’s financial performance in 2025’s fourth quarter, providing at least some respite for the automaker after the US ended its EV tax credits at the end of the third quarter.

“Tesla still has formidable assets, brand recognition, manufacturing know-how, and a strong installed base,” says Andy Palmer, former COO of Nissan and former CEO of Aston Martin Lagonda. “The challenge is that the market has matured while the product line has not moved fast enough. People are struggling to justify spending on a Tesla when other brands, including those from China, are delivering more innovative and advanced products.”



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Welcome to the Future of Noise Canceling

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Welcome to the Future of Noise Canceling


This blurring of the lines between audio and health devices looks set to be a trend across the industry. “We really want to make sure that we take care of our customers’ hearing,” says Miikka Tikander, the Helsinki-based head of audio at Bang & Olufsen. Tikander points to recent data about the decline in hearing health in young adults and reports that there was a lot of emphasis from manufacturers on ANC and hearing health at the AES’ Headphone Technology conference in Espoo, Finland this August.

“Apple has a big lead in that area,” he says. “We want to make sure that our headphones can adapt, make this choice [on when to block out sound] on your behalf, if you let it, of course. Some people don’t like that idea, but if there’s a noisy event in your surroundings, the headset can take care of it, just tune it out a bit and get you back to normal listening once you are away from that noise.”

Enter the “Sound Bubble”

Hearvana AI is one startup looking to go much further than the AirPods’ current suite of noise canceling and ambient noise features. Cofounded by Shyam Gollakota, a computer science & engineering professor at the University of Washington, and two of his students, Malek Itani and Tuochao Chen, Hearvana recently raised $6 million in a pre-seed round which included none other than Amazon’s Alexa Fund.

One of the startup’s first big innovations was “semantic hearing,” which was the first project they approached, around three years ago. The team built a hardware prototype—a pair of on-ear headphones with six microphones across the headband, connected to an Orange Pi microcontroller—to test out a model that had been trained to recognize 20 different types of ambient sounds. This included things like sirens, car horns, birdsong, crying babies, alarm clocks, pets, and people talking, and then allowed the user to isolate say, one person’s voice as a “spotlight,” and block out all the other frequencies.

“So I’m going to the beach and I want to listen to just ocean sounds and not the people talking next to me, or I’m in the house vacuum cleaning but I still want to listen to people knocking on the door or important sounds, like a baby crying,” explains Gollakota, who is based in Seattle. “And that’s what we solved first. This was the difference between a vacuum cleaner and a door knock. They sound pretty different, right?”



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Looking for the Best Smart Scale? Step on Up

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Looking for the Best Smart Scale? Step on Up


Other Smart Scales

Renpho MorphoScan

Photograph: Chris Null

Renpho MorphoScan for $150: The Renpho MorphoScan full-body scanner looks surprisingly similar to the Runstar FG2015, including a near-identical display attached to the handlebars. Well, spoiler alert, they are basically the same scale. They even use the same app to collect data (and you can even use both scales simultaneously with it). The only reason this scale isn’t our top pick for the category is that it’s $15 more expensive. You can rest assured that a price war is looming.

Black digital scale with small screen

Arboleaf Body Fat Scale CS20W

Photograph: Chris Null

Arboleaf Body Fat Scale CS20W for $40: This affordable Bluetooth scale isn’t the most eye-catching I’ve tested, owing to its big, silver electrodes and an oversized display that comes across as a bit garish. While weight is easy to make out, the six additional statistics showcased are difficult to read, all displayed simultaneously. I like the Arboleaf app better than the scale, where five more metrics can be found in addition to the seven above, each featuring a helpful explanation when tapping on it. It’s a solid deal at this price, but the upsell to get an “intelligent interpretation report” for an extra $40 per year is probably safe to skip.

Image may contain Electronics Phone Mobile Phone Computer Laptop and Pc

Hume Health Body Pod

Photograph: Chris Null

Hume Health Body Pod for $183: Hume Health’s Body Pod, another full-body scanner with handles, is heavily advertised—at least to the apps on my phone—and touted (by Hume) as the Next Big Thing in the world of body management. While the app is indeed glossy and inviting, I was shocked to discover how flimsy the hardware felt, that it lacked Wi-Fi, and that some features are locked behind a $100-a-year Hume Plus subscription plan. It works fine enough, but you can get results that are just as good with a cheaper device.

Garmin Index S2 for $191: Five years after its release, the Index S2 is still Garmin’s current model, a surprise for a company otherwise obsessed with fitness. It’s still noteworthy for its lovely color display, which walks you through its six body metrics (for up to 16 users) with each weigh-in. The display also provides your weight trend over time in graphical form and can even display the weather. The scale connects directly to Wi-Fi and Garmin’s cloud-based storage system, so you don’t need a phone nearby to track your progress, as with Bluetooth-only scales. A phone running the Garmin Connect app (Android, iOS) is handy, so you can keep track of everything over time. Unfortunately, as health apps go, Connect is a bit of a bear, so expect a learning curve—especially if you want to make changes to the way the scale works. You can turn its various LCD-screen widgets on or off in the app, but finding everything can be difficult due to the daunting scope of the Garmin ecosystem. The color screen is nice at first, but ultimately adds little to the package.

Omron BCM-500 for $92: With its large LCD panel, quartet of onboard buttons, and oversize silver electrodes, the Omron BCM-500 is an eye-catching masterwork of brutalist design. If your bathroom is decked out in concrete and wrought iron, this scale will fit right in. The Bluetooth unit syncs with Omron’s HeartAdvisor app (Android, iOS), but it provides all six of its body metrics directly on the scale, cycling through them with each weigh-in (for up to four users). It can be difficult to read the label for each of the data points, in part because the LCD isn’t backlit, but the app is somewhat easier to follow, offering front-page graphs of weight, skeletal muscle, and body fat. On the other hand, the presentation is rather clinical, and the app is surprisingly slow to sync. For a scale without a Wi-Fi connection, it’s rather expensive too.


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