Google Secretly Raised Ad Prices to Hit Revenue Goals, Executive Testifies
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Google executive Jerry Dischler testified that the company secretly raised ad prices within search results by 5-10% to hit revenue goals.
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Dischler said Google "tends not to tell advertisers" about pricing changes that can increase costs significantly.
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In 2019, Dischler discussed "shaking the cushions" to meet revenue targets and avoid stock price punishment.
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Dischler said Google earned over $100 billion in search ad revenue in 2020, comprising most of its proceeds.
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The antitrust trial alleges Google pays partners billions to maintain dominance in online search.
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