Lauren Feiner

Then they control customers by locking them in through these tying arrangements or other kinds of programs that they put in place. And then they control the rules so that, quote, all roads lead back to Google. This is how the government's attorney laid it out on the first day of arguments in this case.

Then they control customers by locking them in through these tying arrangements or other kinds of programs that they put in place. And then they control the rules so that, quote, all roads lead back to Google. This is how the government's attorney laid it out on the first day of arguments in this case.

Then they control customers by locking them in through these tying arrangements or other kinds of programs that they put in place. And then they control the rules so that, quote, all roads lead back to Google. This is how the government's attorney laid it out on the first day of arguments in this case.

UPR stands for Unified Pricing Rules. Basically, Google put unified pricing rules in place in About 2019, it requires publishers to set the same minimum bid that it would accept from ad exchanges across all the ad exchanges that it's looking at. Basically, the ad exchange will deliver a bid on advertising space and there's Google's AdEx, there's other ad exchanges out there.

UPR stands for Unified Pricing Rules. Basically, Google put unified pricing rules in place in About 2019, it requires publishers to set the same minimum bid that it would accept from ad exchanges across all the ad exchanges that it's looking at. Basically, the ad exchange will deliver a bid on advertising space and there's Google's AdEx, there's other ad exchanges out there.

UPR stands for Unified Pricing Rules. Basically, Google put unified pricing rules in place in About 2019, it requires publishers to set the same minimum bid that it would accept from ad exchanges across all the ad exchanges that it's looking at. Basically, the ad exchange will deliver a bid on advertising space and there's Google's AdEx, there's other ad exchanges out there.

And what publishers had been doing was basically saying, okay, we'll accept, let's say, a dollar bid from all of these other ad exchanges. But for Google, our minimum bid that we'll accept from Google's AdEx is $1.05. And that means if another ad exchange, let's say Pubmatic, had a bid of a dollar, it would accept that.

And what publishers had been doing was basically saying, okay, we'll accept, let's say, a dollar bid from all of these other ad exchanges. But for Google, our minimum bid that we'll accept from Google's AdEx is $1.05. And that means if another ad exchange, let's say Pubmatic, had a bid of a dollar, it would accept that.

And what publishers had been doing was basically saying, okay, we'll accept, let's say, a dollar bid from all of these other ad exchanges. But for Google, our minimum bid that we'll accept from Google's AdEx is $1.05. And that means if another ad exchange, let's say Pubmatic, had a bid of a dollar, it would accept that.

But if it had a bid of a dollar from Google's AdEx, then that wouldn't be accepted. The reason that publishers did this, or one big reason that publishers did this, was because they wanted to diversify their revenue. They didn't want all of their revenue coming from Google, because any business might think about, if you're getting all of your revenue from one customer,

But if it had a bid of a dollar from Google's AdEx, then that wouldn't be accepted. The reason that publishers did this, or one big reason that publishers did this, was because they wanted to diversify their revenue. They didn't want all of their revenue coming from Google, because any business might think about, if you're getting all of your revenue from one customer,

But if it had a bid of a dollar from Google's AdEx, then that wouldn't be accepted. The reason that publishers did this, or one big reason that publishers did this, was because they wanted to diversify their revenue. They didn't want all of their revenue coming from Google, because any business might think about, if you're getting all of your revenue from one customer,

It's a risky position to be in because what if that customer goes away? What if something happens that cuts you off from that source of revenue? So publishers were doing this to lower their risk in this way. Google understood this, but also felt like this was something that was negative for publishers. its own standing. And so it came up with unified pricing rules.

It's a risky position to be in because what if that customer goes away? What if something happens that cuts you off from that source of revenue? So publishers were doing this to lower their risk in this way. Google understood this, but also felt like this was something that was negative for publishers. its own standing. And so it came up with unified pricing rules.

It's a risky position to be in because what if that customer goes away? What if something happens that cuts you off from that source of revenue? So publishers were doing this to lower their risk in this way. Google understood this, but also felt like this was something that was negative for publishers. its own standing. And so it came up with unified pricing rules.

In documents we saw in court, Google executives understood that publishers would not be happy with this change, and they did roll it out with some other changes that they felt publishers would be satisfied with. The government framed this as softening the blow to publishers in changing these rules.

In documents we saw in court, Google executives understood that publishers would not be happy with this change, and they did roll it out with some other changes that they felt publishers would be satisfied with. The government framed this as softening the blow to publishers in changing these rules.

In documents we saw in court, Google executives understood that publishers would not be happy with this change, and they did roll it out with some other changes that they felt publishers would be satisfied with. The government framed this as softening the blow to publishers in changing these rules.

I wouldn't say it was necessarily to keep them from going to competing ad exchanges because publishers will work with several ad exchanges at the same time because they receive bids from these different ad exchanges. But I think they recognized that the publishers were trying to reduce their reliance on Google and they worried about the long-term impact of that kind of activity.

I wouldn't say it was necessarily to keep them from going to competing ad exchanges because publishers will work with several ad exchanges at the same time because they receive bids from these different ad exchanges. But I think they recognized that the publishers were trying to reduce their reliance on Google and they worried about the long-term impact of that kind of activity.