One of the main accusations in the government's complaint is that Google manipulated auction dynamics to insulate itself and deprive rival ad exchanges of the scale they'd need to compete.
Google positioned it as better for publisher revenue and better for open exchange win rates. But really, according to Google's own internal documentation, it was mostly better for Google.
The slide states: "First look allows access to the most valuable cookies, hence the highest-paying impressions. Without first look, we are left with inventory that other buyers cannot see."
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