Google to Create Shopping Service Unit to Satisfy EU

Google will create a standalone unit for its shopping service and require it to bid against rivals for ads shown on the top of its search page, in an effort to satisfy European Union concerns over the display of product results, three people familiar with the investigation said.

Google faces a Thursday deadline to comply with an EU antitrust order for it to give equal treatment in how the search engine shows competitors’ comparison-shopping sites, according to the people, who asked not to be named as the negotiations are private. While the shopping service will remain part of Google, it will operate separately and use its own revenues to bid for ads.