{"id":7495,"date":"2024-05-08T14:06:53","date_gmt":"2024-05-08T14:06:53","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-google-harms-search-advertisers-in-20-slides\/"},"modified":"2024-05-08T14:06:53","modified_gmt":"2024-05-08T14:06:53","slug":"how-google-harms-search-advertisers-in-20-slides","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-google-harms-search-advertisers-in-20-slides\/","title":{"rendered":"How Google harms search advertisers in 20 slides"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div itemprop=\"articleBody\">\n<div class=\"bialty-container\">\n<p>Google manipulated ad auctions and\u00a0<a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/google-quietly-increases-ad-prices-targets-432155\" target=\"_blank\">inflated costs to increase revenue<\/a>, harming advertisers, the Department of Justice argued last week in the\u00a0<a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/google-search-antirust-trial-hearing-updates-431977\" target=\"_blank\">U.S. vs. Google antitrust trial<\/a>.<\/p>\n<p>What follows is a summary and some slides from the DOJ\u2019s closing deck, specific to search advertising, that back up the DOJ\u2019s argument.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-google-s-monopoly-power\">Google\u2019s monopoly power<\/h2>\n<p>This was defined by the DOJ as \u201cthe power to control prices or exclude competition.\u201d Also, monopolists don\u2019t have to consider rivals\u2019 ad prices, which testimony and internal documents showed Google does not. To make the case, the DOJ showed quotes from various Googlers discussing raising ad prices to increase the company\u2019s revenue.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Fair Higher Prices Scaled\" class=\"wp-image-440222\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-fair-higher-prices-scaled.jpg.webp?ssl=1\" alt=\"Google Fair Higher Prices Scaled\" class=\"wp-image-440222\"\/><\/a><\/figure>\n<ul>\n<li>Dr. Adam Juda said Google tried to come up with \u201cbetter prices or more fair prices, where those new prices are higher than the previous ones.\u201d<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Monopolist Hal Varian Scaled\" class=\"wp-image-440225\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-monopolist-hal-varian-scaled.jpg.webp?ssl=1\" alt=\"Google Monopolist Hal Varian Scaled\" class=\"wp-image-440225\"\/><\/a><\/figure>\n<ul>\n<li>Dr. Hal Varian indicated that Google had many levers it could use to change the ad auction design to achieve its desired outcome.<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Knobs Tunings Scaled\" class=\"wp-image-440226\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-knobs-tunings-scaled.jpg.webp?ssl=1\" alt=\"Google Knobs Tunings Scaled\" class=\"wp-image-440226\"\/><\/a><\/figure>\n<ul>\n<li>Juda and Jerry Dischler confirmed this. Dischler was quoted discussing the impact of increasing prices from 5% to 15% in two slides:<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Profit Raised Prices Scaled\" class=\"wp-image-440228\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-profit-raised-prices-scaled.jpg.webp?ssl=1\" alt=\"Google Profit Raised Prices Scaled\" class=\"wp-image-440228\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Raise Prices 10 15 Scaled\" class=\"wp-image-440230\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-raise-prices-10-15-scaled.jpg.webp?ssl=1\" alt=\"Google Raise Prices 10 15 Scaled\" class=\"wp-image-440230\"\/><\/a><\/figure>\n<p>Other slides from the deck the DOJ used to make its case:<\/p>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Cpcs Double Scaled\" class=\"wp-image-440223\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-cpcs-double-scaled.jpg.webp?ssl=1\" alt=\"Google Cpcs Double Scaled\" class=\"wp-image-440223\"\/><\/a><\/figure>\n<ul>\n<li>Google Search ad CPCs more than doubled between 2013 and 2020.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-advertiser-harm\">Advertiser harm<\/h2>\n<p>Google has the power to raise prices when it desires to do so, according to the DOJ. Google called this \u201ctuning\u201d in internal documents. The DOJ called it \u201cmanipulating.\u201d<\/p>\n<p>Format pricing, squashing and RGSP are three things harming advertisers, according to the DOJ.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-format-pricing\">Format pricing<\/h3>\n<ul>\n<li>\u201cAdvertisers never pay more than their maximum bid,\u201d according to Google.<\/li>\n<li><strong>Yes, but:<\/strong>\u00a0What Google failed to mention is \u201cProject Momiji,\u201d which very quietly launched in 2017.<\/li>\n<li><strong>What is Momiji:<\/strong>\u00a0It artificially inflated the bid made by the runner-up.<\/li>\n<li><strong>The result:<\/strong>\u00a0A 15% increase for the \u201cwinning\u201d advertiser. More ad revenue for Google.<\/li>\n<li><strong>Relevant<\/strong>\u00a0<strong>slides:<\/strong>\u00a0From the DOJ\u2019s deck:<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Format Pricing Dischler Scaled\" class=\"wp-image-440210\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-format-pricing-dischler-scaled.jpg.webp?ssl=1\" alt=\"Google Format Pricing Dischler Scaled\" class=\"wp-image-440210\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Momiji Scaled\" class=\"wp-image-440211\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-scaled.jpg.webp?ssl=1\" alt=\"Google Momiji Scaled\" class=\"wp-image-440211\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Momiji Price Increases Scaled\" class=\"wp-image-440212\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-price-increases-scaled.jpg.webp?ssl=1\" alt=\"Google Momiji Price Increases Scaled\" class=\"wp-image-440212\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Momiji Increased Prices Scaled\" class=\"wp-image-440213\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-momiji-increased-prices-scaled.jpg.webp?ssl=1\" alt=\"Google Momiji Increased Prices Scaled\" class=\"wp-image-440213\"\/><\/a><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-squashing\">Squashing<\/h3>\n<ul>\n<li><strong>How it worked:<\/strong>\u00a0Google increased an advertiser\u2019s lifetime value based on how far their predicted click-through rate (pCTR) was from the highest pCTR. According to a 2017 document introducing a new product called \u201cKumamon,\u201d Google had been doing this using \u201ca simple algorithm consisting of bid, three quality signals, and some (mostly) hand-tuned parameters.\u201d (A screenshot of this document seemed to indicate Kumamon would add more machine-learning signals in the auction.)<\/li>\n<li><strong>In other words:<\/strong>\u00a0Google raised \u201cthe price against the highest bidder.\u201d<\/li>\n<li><strong>Google\u2019s goal:<\/strong>\u00a0To create a \u201cmore broad price increase.\u201d<\/li>\n<li><strong>The result:\u00a0<\/strong>The Google ad auction winner paid more than it should have if squashing wasn\u2019t part of the ad auction.<\/li>\n<li><strong>And:<\/strong>\u00a0The DOJ indicated this all led to a \u201cnegative user experience\u201d as Google ranked ads \u201csub-optimally in exchange for more revenue.\u201d<\/li>\n<li><strong>Relevant slides:<\/strong>\u00a0From the DOJ\u2019s deck:<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Squashing Ltv Scaled\" class=\"wp-image-440214\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-ltv-scaled.jpg.webp?ssl=1\" alt=\"Google Squashing Ltv Scaled\" class=\"wp-image-440214\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Squashing Scaled\" class=\"wp-image-440215\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-scaled.jpg.webp?ssl=1\" alt=\"Google Squashing Scaled\" class=\"wp-image-440215\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Squashing Winner Pays More Scaled\" class=\"wp-image-440216\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-squashing-winner-pays-more-scaled.jpg.webp?ssl=1\" alt=\"Google Squashing Winner Pays More Scaled\" class=\"wp-image-440216\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Efficiency Revenue Scaled\" class=\"wp-image-440217\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-efficiency-revenue-scaled.jpg.webp?ssl=1\" alt=\"Google Efficiency Revenue Scaled\" class=\"wp-image-440217\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Negative User Experience Scaled\" class=\"wp-image-440218\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-negative-user-experience-scaled.jpg.webp?ssl=1\" alt=\"Google Negative User Experience Scaled\" class=\"wp-image-440218\"\/><\/a><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-rgsp\">RGSP<\/h3>\n<ul>\n<li><strong>What is it:<\/strong>\u00a0The Randomized Generalized Second-Price was introduced in 2019. <\/li>\n<li><strong>How it worked:<\/strong>\u00a0Google referred to it as the ability to \u201craise prices (shift the curve upwards or make it steeper at the higher end) in small increments over time (AKA \u2018inflation\u2019).\u201d It did not lead to better quality, according to 2019 Google emails.<\/li>\n<li><strong>How<\/strong>\u00a0<strong>Google talked about it:<\/strong>\u00a0\u201cA better pricing knob than format pricing.\u201d<\/li>\n<li><strong>The result:<\/strong>\u00a0It incentivized advertisers to bid higher. Google increased revenue by 10%.<\/li>\n<li><strong>Relevant slides:<\/strong>\u00a0From the DOJ\u2019s deck:<\/li>\n<\/ul>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Misleads Advertisers Rgsp Scaled\" class=\"wp-image-440220\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-misleads-advertisers-rgsp-scaled.jpg.webp?ssl=1\" alt=\"Google Misleads Advertisers Rgsp Scaled\" class=\"wp-image-440220\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Rgsp Bid Higher Scaled\" class=\"wp-image-440221\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-bid-higher-scaled.jpg.webp?ssl=1\" alt=\"Google Rgsp Bid Higher Scaled\" class=\"wp-image-440221\"\/><\/a><\/figure>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Rgsp Quality Scaled\" class=\"wp-image-440219\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-rgsp-quality-scaled.jpg.webp?ssl=1\" alt=\"Google Rgsp Quality Scaled\" class=\"wp-image-440219\"\/><\/a><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-search-query-reports\">Search Query Reports<\/h2>\n<p>The lack of query visibility also harms advertisers, according to the DOJ. Google makes it nearly impossible for search marketers to \u201cidentify poor-matching queries\u201d using negative keywords.<\/p>\n<figure class=\"wp-block-image\"><a rel=\"nofollow\" href=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp?ssl=1\"><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"Google Advertisers Buying Scaled\" class=\"wp-image-440236\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp?ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/searchengineland.com\/wp-content\/seloads\/2024\/05\/google-advertisers-buying-scaled.jpg.webp?ssl=1\" alt=\"Google Advertisers Buying Scaled\" class=\"wp-image-440236\"\/><\/a><\/figure>\n<hr\/>\n<hr\/>\n<p><strong>The DOJ\u2019s presentation.<\/strong>\u00a0You can view all 143 slides from the DOJ:\u00a0<a rel=\"nofollow\" href=\"https:\/\/www.justice.gov\/d9\/2024-05\/421661.pdf\">Closing Deck: Search Advertising: U.S. and Plaintiff States v. Google LLC<\/a>\u00a0(PDF)<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<a rel=\"nofollow noopener\" class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&gl=US&ceid=US%3Aen\" target=\"_blank\" aria-label=\"opens in a new tab\"><em>Add MarTech to your Google News feed.<\/em>\u00a0\u00a0\u00a0\u00a0<img data-recalc-dims=\"1\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png?resize=140%2C38&ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png?resize=140%2C38&ssl=1\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/a><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img data-recalc-dims=\"1\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Danny Goodwin\" width=\"140\" height=\"140\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2022\/04\/danny-goodwin-search-engine-land-senior-editor-338x338-1.jpg.webp?resize=140%2C140&ssl=1\"\/><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2022\/04\/danny-goodwin-search-engine-land-senior-editor-338x338-1.jpg.webp?resize=140%2C140&ssl=1\" alt=\"Danny Goodwin\" width=\"140\" height=\"140\"\/>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\t\t\t\t\t\tDanny Goodwin is Senior Editor of Search Engine Land. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land\u2019s roster of subject-matter experts. He also helps program our conference series, SMX \u2013 Search Marketing Expo. Prior to joining Search Engine Land, Goodwin was Executive Editor at Search Engine Journal, where he led editorial initiatives for the brand. He also was an editor at Search Engine Watch. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-google-harms-search-advertisers-in-20-slides\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Google manipulated ad auctions and\u00a0inflated costs to increase revenue, harming advertisers, the Department of Justice argued last week in the\u00a0U.S. vs. Google antitrust trial. What follows is a summary and some slides from the DOJ\u2019s closing deck, specific to search advertising, that back up the DOJ\u2019s argument. Google\u2019s monopoly power This was defined by the [&hellip;]<\/p>","protected":false},"author":3,"featured_media":6749,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6.1 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Google harms search advertisers in 20 slides - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/how-google-harms-search-advertisers-in-20-slides\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Google harms search advertisers in 20 slides - OK Design\" \/>\n<meta property=\"og:description\" content=\"Google manipulated ad auctions and\u00a0inflated costs to increase revenue, harming advertisers, the Department of Justice argued last week in the\u00a0U.S. vs. Google antitrust trial. 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