PPC 2023 in review: UA sunsets, Google antitrust trial, X’s downfall and more
Search Engine Land
DECEMBER 28, 2023
One of the most significant revelations from the 10-week trial occurred when Jerry Dischler, the head of Google Ads, testified that the search engine secretly raises ad prices to achieve targets by as much as 10%, using techniques such as RGSP (Google’s Randomized Generalized Second-Price ad auctions). billion in lost ad revenue.
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