Google Raised Ad Prices To Hit Revenue Goals, Google Executive Said
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Jerry Dischler, Vice President and General Manager at Google, said under oath in 2020 that Google tuned its ad prices to meet its revenue targets. Ad prices went up 5% to sometimes 10% without communicating those changes to advertisers.
This news comes from Bloomberg who reported “Google has tweaked its advertising auctions to ensure it meets revenue targets, sometimes increasing ad prices by as much as 5%, an executive for the company testified Monday at a federal antitrust trial.”
The report says that Google “frequently makes changes to the auctions it uses to sell search ads.” Even when those “tunings” impact ad prices, Google typically doesn’t tell advertisers, Dischler testified, according to Bloomberg. “We tend not to tell advertisers about pricing changes,” he said.
— Anthony Higman (@AnthonyHigman) September 19, 2023 — Andrew Goodman (@andrew_goodman) September 19, 2023