Google: where the algorithm’s made up and the prices don’t matter

> The search engine “frequently” changes the auctions it uses to sell search ads, increasing the cost of ads and reserve pricing by as much as 5% for the average advertiser.
> > For some queries, the tech giant may have even raised prices by as much as 10%, according to Google Ad executive, Jerry Dischler at the federal antitrust trial.

Nothing like disclosing your monopolistic behavior while on trial for being a monopoly.

Incentives matter.