ALEXANDRIA, Virginia, Sept 11 (Reuters) - A Google

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.

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.

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 ), Amazon ( AMZN ) and Meta Platforms ( META )

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.