"in particular, the way in which Google has been artificially increasing the clearing price of such auctions to the detriment of advertisers,"
"Ad prices are determined by a real-time auction designed to show people the most relevant ads, taking into account factors like advertiser competition and ad quality,"
"In general, the Commission monitors possible anti-competitive market practices and abusive conduct in all sectors and stands ready to investigate cases where concrete evidence thereof is found,"
The European Commission flagged concerns that Google Search may be artificially raising clearing prices in ad auctions, harming advertisers. A letter to advertisers highlighted the auction mechanism and requested feedback by March 2. Google said ad prices result from a real-time auction that accounts for advertiser competition and ad quality and asserted that Search ads help small businesses and keep the web free. A Commission spokesperson said there is no formal investigation but that the Commission monitors anti-competitive conduct and stands ready to investigate if concrete evidence emerges. The US Justice Department has made related accusations about auction manipulation.
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