Alphabet Inc.’s Google has offered concessions in an attempt to head off a possible U.S. antitrust lawsuit aimed at its massive ad-tech business, according to people familiar with the matter, a sign that legal and regulatory pressures on the tech giant are coming to a head.
As part of one offer, Google has proposed splitting parts of its business that auctions and places ads on websites and apps into a separate company under the Alphabet umbrella, some of the people said. That entity could potentially be valued at tens of billions of dollars, depending on what assets it contained.
