Basecamp CEO Jason Fried says Google search ads force businesses to pay just to be findable in search results.
are considering their own antitrust investigations. The company could stand to face billions of dollars in fines, as itIn an interview with CNBC, Fried said the company hadn't previously advertised on Google but started doing so since Basecamp would sometimes show up fifth in search results under advertisements, "even though we're the first organic result and it's our brand."
This practice, called "conquesting," is a common way for brands to show up when potential customers search for a competitor, and is common on many different platforms other than Google —, you might see a slew of products from other brands before you find what you were searching for.
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