Earning (and Buying) Trust

Hidden Bids & Obfuscated Markets

Google has never offered an entirely open ad service. Yahoo! used to be more open, but as time passed they have obfuscated ad data. If the advertisers do not know exactly how much they need to pay or who they are bidding against, and publishers do not know exactly what they are getting paid for, it is easier for search engines to adjust how much they are charging advertisers or paying publishers for matching them and removing market friction.

Noise is Relative


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by Aaron Wall

December 3, 2007