"Google's Silent Price Hike: Exec Reveals Strategy to Boost Search Revenue"
Google ads executive Jerry Dischler testified in the US v. Google antitrust trial, revealing that Google quietly raised ad prices to boost search revenue. Dischler stated that Google tweaks its auction process, potentially raising prices by 5-10% for advertisers without their knowledge. Raising ad prices was a strategy employed by Google during dry spells, and the company made over $100 billion from search ads in 2020. The Department of Justice argues that Google's ability to raise prices with little competition supports its claim of an unlawful monopoly. The trial is expected to continue until next year.