Google: where the algorithm’s made up and the prices don’t matter

The search engine “frequently” changes the auctions it uses to sell search ads, increasing the cost of ads and reserve pricing by as much as 5% for the average advertiser.

For some queries, the tech giant may have even raised prices by as much as 10%, according to Google Ad executive, Jerry Dischler at the federal antitrust trial.

Nothing like disclosing your monopolistic behavior while on trial for being a monopoly.

Incentives matter.