Are you ready to peel back the curtain on Google's shadowy world of search auctions? Prepare for a shocking journey that will explore the murky details of Google's alleged auction manipulation, as revealed in the Department of Justice antitrust investigation. This is an absolute must-listen for anyone in the e-commerce space, as we navigate the mechanics of their reserve price increases, the mysterious RGSP system, and the controversial practice of 'squashing.' We'll dissect how these manipulations effectively push up the average Cost Per Click (CPC) and what this means for advertisers. We're going to get up close and personal with the RGSP - Randomized, Generalized Second Price auction - system that Google uses to decide auction winners and runners up. It's a system that, on the surface, seems advantageous for consumers and advertisers alike. But as we dig deeper, we'll expose potential side effects and its anti-competitive implications. Through this episode, you'll gain a greater understanding of the 'squashing' system, its role in Google's revenue growth, and why these tactics might just paint a picture of greed. We'll explore the conflicts of interest and trust issues that arise when the auctioneer also plays bidder. This episode is all about the why, the how, and the what now – you won't want to miss it!