"Raptive alleges Google systematically rigged ad auctions by leveraging its multiple roles in the ad-tech stack (as a publisher ad server, an ad exchange, and an advertiser buying tool). The complaint claims Google traded on inside information to depress the prices paid to publishers, notably through programs like "Project Bernanke" and "Minimum Bid to Win," which gave its own ad exchange an unfair advantage over rivals."
"Google allegedly tied its publisher ad server, DoubleClick for Publishers (DFP), to its ad exchange, AdX, effectively forcing publishers to use DFP to access real-time bids on AdX and locking out competing ad servers. The complaint focuses on Google's use of Enhanced Dynamic Allocation (EDA), which forced publishers to make all inventory available to AdX. Google would then allegedly convert prices from a publisher's direct deals into artificially low "temporary" cost-per-mille (CPM) floors, allowing AdX to win impressions for just one penny above that artificially depressed price."
Raptive filed a 93-page complaint in the U.S. District Court for the Southern District of New York accusing Google of carrying out a sophisticated, anticompetitive, and deceptive scheme for over a decade by manipulating auctions for ad space. Google leveraged roles as publisher ad server, ad exchange, and advertiser buying tool to trade on inside information and depress publisher prices through programs like Project Bernanke and Minimum Bid to Win. Google tied DoubleClick for Publishers to AdX, used Enhanced Dynamic Allocation to require inventory access, converted direct-deal prices into low temporary CPM floors, and concealed use of confidential publisher data. Raptive seeks billions in damages.
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