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EX-GOOGLE EXEC SAID GOAL WAS TO 'CRUSH' COMPETITION, TRIAL EVIDENCE SHOWS

By Jody Godoy
September 12, 20241:12 AM GMT+2Updated 2 days ago
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Item 1 of 2 The logo of Google LLC is seen at the Google Store Chelsea in New
York City, U.S., January 20, 2023. REUTERS/Shannon Stapleton/File Photo
[1/2]The logo of Google LLC is seen at the Google Store Chelsea in New York
City, U.S., January 20, 2023. REUTERS/Shannon Stapleton/File Photo Purchase
Licensing Rights, opens new tab

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 * Google Inc
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ALEXANDRIA, Virginia, Sept 11 (Reuters) - A Google (GOOGL.O), opens new tab
executive told colleagues the goal for the company's then-nascent online
advertising business in 2009 was to "crush" rival advertising networks,
according to evidence prosecutors presented at the tech titan's antitrust trial
on Wednesday.
The statements underscored the U.S. Department of Justice's claim that Google
has sought to monopolize markets for publisher ad servers and advertiser ad
networks, and tried to dominate the market for ad exchanges which sit in the
middle.
Advertisement · Scroll to continue

On the third day of the trial, prosecutors began to introduce evidence of how
Google employees thought about the company's products at the time when the
government alleges it 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 of the
company's strategy in late 2008 or early 2009, according to notes shown in
court.
Advertisement · Scroll to continue

Google denies the allegations, saying it faces fierce competition from rival
digital advertising companies.
Rosenblatt came to Google in 2008 when it acquired his former ad tech company,
DoubleClick, and left the following year. The notes of his talk showed him
discussing the advantages of owning technology on both sides and the middle of
the market.
"We're both Goldman and NYSE," he said, 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.

"Google has created what's comparable to the NYSE or London Stock Exchange; in
other words, we'll do to display what Google did to search," Rosenblatt said.
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.
"It takes an act of God to do it," he said, according to the notes.

Rosenblatt, now CEO of online luxury marketplace 1stDibs, did not immediately
respond to a request for comment.
Brad Bender, another former DoubleClick executive, who worked at Google until
2022, testified at trial that he forwarded the notes to his team, calling them a
"worthwhile read" at the time.
Google has said it is not the only company to offer an integrated suite of
products for advertisers and publishers, and that Microsoft (MSFT.O), opens new
tab, Amazon (AMZN.O), opens new tab and Meta Platforms (META.O), opens new tab
have similar offerings.

If U.S. District Judge Leonie Brinkema finds that Google broke the law, she
would consider prosecutors' request to make Google at least sell off Google Ad
Manager, a platform that includes the company's publisher ad server and its ad
exchange.

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your inbox. Sign up here.

Reporting by Jody Godoy in Alexandria, Virginia; editing by Jonathan Oatis

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Jody Godoy

Thomson Reuters

Jody Godoy reports on tech policy and antitrust enforcement, including how
regulators are responding to the rise of AI. Reach her at
jody.godoy@thomsonreuters.com

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