Yes, Google controls the ad auction, impacting advertisers through its management of information and auction dynamics, which includes setting price points during auctions to favor higher bids[1][3]. This control allows Google to influence ad prices significantly, as indicated by its market power and pricing strategies aimed at maximizing value extraction from advertisers[2][4].
Furthermore, Google's conduct limits competition, which can sustain higher ad prices than would exist in a more competitive environment. For example, less auction pressure from alternative platforms like Bing can lead to lower prices for Google Ads[4].
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