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It is being speculated that Google has been unfairly supporting its own ads in its own display network under a project known as “Project Bernanke”.
An anti-trust case was filed against the company due to this specific issue. The released confidential documents on this specific project stated how used the data from previous auctions that it held to create advantages for their own purposes of buying media.
The case was filed by the state of Texas which has alleged that Google has been monopolizing products and or services in the field of advertising and that was partaking in deceptive practices while displaying or selling ads.
The case has implied that is undermining publishers ability to make money off of their content and has been driving up advertising costs as well.
Essentially, Google’s was using this project to sift through publisher data and seeing what other advertisers were paying for Ad placements.
Google then used this information to figure out the most optimum strategies for their own Ad placements.
Google is both an Ad buyer as well as one of the biggest platform where Ads are posted, which means that they are basically involved in inside trading which gives them an unfair edge over other players in the Ad market.
It has been found that this project alone helped Google’s to rake in an amount of 230 million dollars in the year 2013.
“Google’s is a trillion-dollar monopoly brazenly abusing its monopolistic power, going so far as to induce senior Facebook executives to agree to a contractual scheme that undermines the heart of competitive process. In this advertising monopoly on an electronically traded market, Google is essentially trading on ‘insider information’ by acting as the pitcher, catcher, batter and umpire, all at the same time. This isn’t the ‘free market’ at work here.” – Ken Paxton, Texas Attorney General