Article content
In 2009, when Google was embarking on its online advertising business, a company executive told colleagues the goal was to “crush” rival advertising networks, according to evidence presented by prosecutors at the tech giant’s antitrust trial on Wednesday.
This kind of statement supported the U.S. Department of Justice’s claim that Google has sought to monopolize markets among publisher ad servers and ad networks, the Reuters News Agency is reporting.
Article content
On the third day of the trial, prosecutors began to introduce evidence of how Google employees thought about the company’s products. The DOJ alleges the company set out to dominate the ad tech market.
“We’ll be able to crush the other networks and that’s our goal,” David Rosenblatt, Google’s former president of display advertising, said in late 2008 or early 2009, according to notes revealed in court.
Google denies the allegations, arguing it faces fierce competition from rival digital advertising companies.
Canadian tech worker sues Google, claiming she was fired for being pregnant
The notes from Rosenblatt’s talk showed him discussing the advantages of owning technology on both sides and in the middle of the market.
“We’re both Goldman and NYSE,” he said, according to the notes, referring to one of the world’s biggest stock exchanges at the time and one of its biggest market makers.
By owning publisher ad servers, the advertiser ad network would have a “first look” at available spots for ads, he said according to the notes. He also said it was a “nightmare” for publishers to switch platforms.
Article content
“It takes an act of God to do it,” he said, according to the notes. Rosenblatt is now CEO of online luxury marketplace 1stDibs.
Brad Bender worked at Google until 2022. He testified that he forwarded the notes to his team, calling them a “worthwhile read”.
Google has said it is not the only company to offer an integrated suite of products for advertisers and publishers, and that Microsoft, Amazon and Meta Platforms have similar offerings.
If U.S. District Judge Leonie Brinkema finds that Google broke the law, she would consider the prosecutors’ request to make Google sell off Google Ad Manager, a platform that includes the company’s publisher ad server and its ad exchange.
Recommended from Editorial
Our website is the place for the latest breaking news, exclusive scoops, longreads and provocative commentary. Please bookmark nationalpost.com and sign up for our newsletters here.
Share this article in your social network
