EU antitrust officials are considering an order to Alphabet unit Google to stop its anti-competitive practices in its adtech business but will not issue a breakup order as they had originally warned,

Google faces its second major antitrust trial in the US as the Department of Justice challenges its advertising practices. Prosecutors argue that Google's ad tech monopoly stifles competition. The trial starts September 9 in Virginia and could lead to significant changes for Google's advertising business.

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.

Google this year offered to sell its advertising marketplace Ad Exchange, or AdX, to end an EU antitrust investigation. But European publishers rejected the proposal, Reuters reported this week . The news agency cited two people with knowledge of the matter but did not name them.

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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,