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The airlines are in a very adversarial relationship with Google. They're scared that google will take away their direct distribution channel by being better than they are.

So adversarial they spend tons of money on advertising and pay Google to use ITA's software to sell tickets to their own customers.

They dont have a choice about advertising. If they don’t advertise, users will see an ota or metasearch link and click on that instead. Then the airline pays a GDS commission and makes less money

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