Alphabet Inc, Google’s parent company, is allowing rival advertisement intermediaries to place advertisements on YouTube to address a crucial part of an EU antitrust investigation probe, seeking to settle the case without a fine.

Opening a probe last year, the European Commission examined the largest provider of search and video giving an unfair advantage in digital advertising by restricting rivals’ and advertisers’ access to data.

Google's requirement that advertisers use its Ad Manager to display ads on YouTube, as well as prospective limits on how rivals serve ads on YouTube, were pointed out by the EU competition watchdog.

It's also looking at Google's demand that advertisers buy YouTube ads through its services Display & Video 360 and Google Ads. In the first quarter of this year, YouTube made $6.9 billion in revenue.

Publishers and advertisers frequently use various technologies and platforms to sell ads, according to the Commission and Google.

Since last year, Google has been discussing remedies with the Commission in an attempt to avoid a fine of up to 10 percent of its global turnover.

To get a settlement, the corporation will need to give more than just the YouTube solution to meet other concerns, he said, adding that talks appeared to be on the right track.

The CMA, a British competition watchdog, is also looking into Google's ad practices.

Google made $147 billion in online ad income last year, more than any other company on the planet, with ads such as search, YouTube, and Gmail accounting for the majority of its overall sales and profit.

About 16 percent of the company's revenue came from its display or network business, in which other media firms use Google technology to sell advertisements on their websites and applications.