Google Changed Ad Auctions, Raising Prices 15%, Witness Says

Alphabet Inc.’s Google changed its advertising auction formula in 2017, raising prices by 15% and likely making the company billions of dollars in additional revenue, according to an economist testifying for the US Justice Department in the antitrust case against the search giant.

Michael Whinston, a professor of economics at the Massachusetts Institute of Technology, said Friday that Google modified the way it sold text ads via “Project Momiji” – named for the wooden Japanese dolls that have a hidden space for friends to exchange secret messages. The shift sought “to raise the prices against the highest bidder,” ...