Ads from Comparison Shopping Engines will start appearing in Google Shopping results on September 27, 2017. In response to the European Commission’s antitrust ruling — and record $2.7 billion fine — against Google for favoring its own content, the search giant is making some changes to the way it handles Google Shopping results in the EU. Starting today, Comparison Shopping Engines/Services (CSEs) such as Kelkoo, Shopzilla and Twenga will be able to run product listing ads in Google Shopping results as retailers do so currently. The EC’s ruling required Google to deliver a solution to provide “equal treatment” to CSEs within 90 days or face further penalties. That deadline has now arrived. The EC doesn’t have a specific approval process, but Google believes the changes it’s making put it in compliance with the order. The biggest change isn’t in how the results are displayed but in who competes in the auction. CSE’s will compete in the auction against each other — and against Google Shopping. As was previously reported, Google Shopping will operate as a separate business unit with a separate team in the EU that will be responsible for its own operating budget. It must operate profitably and will be…
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