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Google’s Ad Rule Shakeup: Antitrust Drama Unfolds in Court!
Google changed its ad rules knowing publishers would protest, aiming to regain control over the ad tech market. The DOJ’s antitrust case reveals internal emails and a heated 2019 meeting, showing Google ignored customers to fortify its position. Despite criticism, Google claimed the changes increased…
Hot Take:
Looks like Google might have taken a crash course in Monopoly 101, but forgot to read the chapter on “How Not to Annoy Your Customers!”
Key Points:
- Google’s “Unified Pricing Rules” (UPR) forced publishers to set the same floor price for all ad exchanges, limiting their control.
- Publishers, including The Wall Street Journal and BusinessInsider, protested the change, claiming it benefited Google at their expense.
- Internal emails and a contentious 2019 meeting reveal Google’s awareness that UPR would be unpopular.
- The DOJ argues this move exemplifies Google’s monopoly power in the ad tech market.
- Google defends UPR as a method to improve auction transparency and fairness, citing eventual publisher revenue increases.
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