What is Google's strategy for ad relevance?

Google's strategy for ad relevance focuses on displaying 'delightful ads' that meet user needs to encourage repeat visits, while simultaneously providing value to advertisers, which supports long-term revenue growth for the company^[1]. They assess ad relevance through consumer willingness to pay and advertisers' business objectives, aiming to align these interests over time^[1].

Additionally, Google employs complex pricing mechanisms with 'pricing knobs' that allow them to extract maximum value from advertisers, benefiting Google rather than the advertisers themselves. This includes randomizing auction outcomes to maintain competitive pressure among bidders, which can influence pricing dynamics within their ad auctions^[2].