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While the initial shock of Google’s alleged manipulation of ad auctions might have subsided, the new details emerging are the most concerning, according to industry sources.
Google allegedly used its control over the ad-tech stack to mislead advertisers and publishers about the prices in digital ad auctions, according to newly un-redacted allegations in an antitrust suit brought by a group of attorneys general against Google in the southern district of New York. The case claims Google used its advantage to win auctions against third-party ad-tech firms and reward publishers who used the tech giant’s features.
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