Alphabet’s Google has proposed making it easier for publishers and advertisers to use its online advertising technology, pushing back against EU antitrust regulators’ demand that it divest part of its ad business to resolve potential conflicts of interest.

Regulators in both Europe and the U.S. are scrutinizing Google’s ownership of advertising and publisher tools, as well as its AdX ad exchange, which serves as a central hub connecting the two sides of the digital ad market.