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Get marketing news you’ll actually want to read<\/h5>\n
The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n
During the DOJ\u2019s ongoing landmark antitrust trial against Google, a company executive said Google has hiked advertising prices to meet revenue goals.<\/p>\n
Jerry Dischler, Google\u2019s VP and general manager of ads, said that changes to the company\u2019s ad auctions have led to increased search ad prices, sometimes as much as 5%, according to Bloomberg; during his testimony, Dischler admitted it\u2019s \u201cpossible\u201d that prices went up 10% in some instances. He said Google tends \u201cnot to tell advertisers about pricing changes.\u201d<\/p>\n
\u201cIn one May 2019 email, Dischler and his team discussed how they were \u2018shaking the cushions\u2019 to find potential changes to the ad auctions that would ensure Google met the revenue targets that Chief Financial Officer Ruth Porat had conveyed to Wall Street for the quarter,\u201d Bloomberg\u2019s Leah Nylen wrote. Google declined to comment on the remarks when Marketing Brew reached out.<\/p>\n
The DOJ\u2019s case against Google, which alleges that the tech juggernaut has maintained a monopoly on the search engine business, is now in its second week. As Marketing Brew reported last week, the DOJ is arguing that Google\u2019s exclusive contracts with web browsers like Mozilla, as well as phone manufacturers such as Apple, have made it the default search engine on most devices.<\/p>\n
So far, several executives have testified, including Verizon\u2019s Brian Higgins, who was questioned about the telecom company\u2019s decision to have Google Chrome preinstalled on its mobile devices. Former Google employee Chris Barton also testified to discuss his work inking deals between Google and mobile carriers between 2004 and 2011.<\/p>\n
The DOJ has questioned current Google executives as well, including its longtime chief economist, Hal Varian. Government lawyers found a July 2003 memo from Varian to employees in which he said, \u201cWe should be careful about what we say in both public and private.\u201d Later memos \u201cmade it clear that Google knew it needed \u2018to be sensitive about antitrust considerations,\u2019\u201d the DOJ said, according to Ars Technica.<\/p>\n
The antitrust trial is predicted to last until November, while a ruling is expected next year.<\/p>\n
It\u2019s not the only<\/em> controversy Google has faced recently. In January, the DOJ filed another lawsuit, this time accusing Google of monopolizing the ad-tech industry. Over the summer, Adalytics research found that ads served on Google-owned YouTube could have tracked kids online. Dan Taylor, Google\u2019s VP of global ads, called the report \u201cdeeply flawed\u201d in a blog post.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can. During the DOJ\u2019s ongoing landmark antitrust trial against Google, a company executive said Google has hiked advertising prices to meet revenue goals. Jerry Dischler, Google\u2019s VP […]<\/p>\n","protected":false},"author":1,"featured_media":14912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-14911","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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