06:50 AM EDT, 09/12/2024 (MT Newswires) -- Alphabet's (GOOG, GOOGL) considered cutting fees for its advertising exchange eight years ago after websites came up with a way to increase online ad revenue while bypassing its tools, former executives said during the company's antitrust trial Wednesday, media reported Thursday. But instead of cutting its 20% fee, Google ( GOOG ) modified its technology in 2019 to prevent websites from bypassing it, Bloomberg reported.

Antitrust regulators accuse Google ( GOOG ) of illegally using its technology to block competing firms and force websites to pay the company between $36 and $37 for every $100 spent on internet ads.

"We'll be able to crush the other networks and that's our goal," David Rosenblatt, Google's ( GOOG ) former president of display advertising, said in late 2008 or early 2009, according to notes shown in court, according to Reuters.

Google ( GOOG ) did not immediately reply to MT Newswires' request for comment.

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