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Why "Google Yahoo ad deal is bad for online advertising"

Harvard Business School Professor Benjamin Edelman posted his earlier House antitrust testimony on why the "Google Yahoo ad deal is bad for online advertising." 

  • Professor Edelman debunks Google's claim that auctions determine Google's search prices by explaining how in many cases Google actually sets the price of search through its reserve pricing policy.
  • He also explains why Google is not being truthful when it claims that advertisers can easily take their data with them -- in reality Google impedes advertisers ability to use alternative advertising platforms through a technical "API" barrier to entry. 

In short, it is a useful and concise read, for those closely following the Google Yahoo deal and those trying to determine whether or not the DOJ will have problems with the proposed online advertising partnership.

  • It adds to the mounting evidence that a "partnership" between a dominant #1 Google and Google's leading online advertising competitor, Yahoo, is in fact anti-competitive collusion and a de facto price fixing scheme.    

 

 

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