It is possible that Google made it difficult for rival ad servers to compete with it by limiting the interoperability of its own ad exchange with other servers, and that it devoured its own ad exchange service. Weakening competition in this area could reduce the ad revenues of publishers, who may be forced to compromise the quality of their content to cut costs or put their content behind paywalls. It may also be raising costs for advertisers which are passed on through higher prices for advertised goods and services. DO you think that Googl rigged it own ad business?

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