Tech giant to operate comparison service as separate business and compete in auctions for ad space to comply with EU anti-trust ruling

Google’s price comparison service will compete with rivals for the right to appear at the top of the search engine’s home page, in an effort to comply with an European Union anti-trust ruling.

The shopping service will also operate as a separate business, seeking to make a profit, albeit it will continue to be part of Google’s Alphabet parent company.

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