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The introduction of Google's ad format threatens Zillow's market visibility, similar to past Google shifts that affected other industries. Historical examples include Google’s local ad placements which negatively impacted businesses that relied heavily on organic search traffic.
What happened, with direct paths to the underlying reporting
Google is testing new real estate ad format in search results. This change has impacted shares of online real estate companies. Zillow has seen the largest decline among these companies.
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