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 [2][5]. 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 [3][7].

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 [7].

Does Google control the auction prices?

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