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Google Tweaks Ad Auctions to Hit Revenue Targets, Executive Says
by YourTech Story YourTechStory is all about stories of products, teAlphabet Inc.’s tech giant, Google, has come under scrutiny as it was revealed in a federal antitrust trial that the company has been making adjustments to its advertising auctions to ensure it meets revenue targets. Jerry Dischler, the Vice President for Google’s advertising products, disclosed on Monday that these tweaks sometimes result in ad price increases of up to 5%, impacting advertisers and businesses relying on Google’s advertising platform.
While Google frequently fine-tunes the algorithms governing its ad auctions, it has been customary for the company not to inform advertisers about pricing changes. Dischler’s testimony shed light on internal communications, including a May 2019 email, in which he discussed the need to make changes to meet quarterly revenue targets set by Chief Financial Officer Ruth Porat. The fear of disappointing Wall Street was a strong motivator, as Dischler expressed concern about potential stock price losses and their impact on morale and the sales team.
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Created on Sep 20th 2023 00:54. Viewed 99 times.
