BRUSSELS, Nov 14 (Reuters) - Alphabet's Google

has offered to make it easier for publishers and advertisers to

use its online advertising technology, defying EU antitrust

regulators' call for it to sell part of the business to address

conflicts of interest.

Regulators on both sides of the Atlantic are targeting

Google's ownership of tools used by advertisers and publishers

along with its ad exchange AdX, which sits in the middle.

The European Commission, which acts as the EU competition

watchdog, fined Google 2.95 billion euros ($3.4 billion) in

September for favouring its own online display technology

services to reinforce AdX's central role.

It said this behaviour harmed competitors, advertisers and

publishers and gave the company until November to come up with

measures to end conflicts of interest along the adtech supply

chain, suggesting a sale of part of the business.

Google said on Friday that it had submitted its proposal to

the EU enforcer, which is broadly similar to the one offered in

the U.S. Department of Justice investigation on the same issue.

"Our proposal fully addresses the EC's decision without a

disruptive break-up that would harm the thousands of European

publishers and advertisers who use Google tools to grow their

business," the company said in a blogpost.

"Our plan includes immediate product changes to end the

specific practices the Commission challenges. For example, we

are giving publishers the option to set different minimum prices

for different bidders when using Google Ad Manager," it said.

The company also offered to increase the interoperability of

its tools to give publishers and advertisers more choice and

flexibility.

Sources have previously told Reuters that the EU enforcer

could issue a breakup order at a later stage if Google continued

anti-competitive practices, based on a precedent-setting case

involving Microsoft two decades ago.

The EU case is similar to that of the U.S. Department of

Justice, which wants Google to sell AdX. The company has said

that would be technically unworkable and would lead to prolonged

uncertainty for advertisers and publishers. The case is now

before a U.S. court.

If the judge rules in favour of the Justice Department, it

would resolve the issue for the Commission, the sources said.

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