Google reportedly ran a secret job termed “Project Bernanke” that relied on bidding knowledge gathered from advertisers employing its advert exchange to gain the company’s have advert method, The Wall Avenue Journal documented. Initially found by newswire provider MLex, the name of the undertaking was seen in an improperly unredacted doc Google experienced filed as component of an antitrust lawsuit in Texas.
A federal decide has since allow Google refile the document beneath seal. But in accordance to the Journal, “Bernanke” was not disclosed to outdoors advertisers, and proved worthwhile for Google, generating hundreds of millions of dollars for the business. Texas filed an antitrust lawsuit against Google in December, alleging that the research large was applying anticompetitive practices in which “Bernanke” was a significant component.
Google wrote in the unredacted submitting that details from Venture Bernanke was “comparable to knowledge preserved by other acquiring tools,” in accordance to the Journal. The organization was able to obtain historical knowledge about bids manufactured by Google Adverts, to alter bids by its consumers and boost the clients’ odds of winning auctions for advert impressions, putting rival advert instruments at a disadvantage. Texas cited in court docket paperwork an inside presentation from 2013 in which Google stated Undertaking Bernanke would bring in $230 million in earnings for that calendar year.
Why Google chose to identify the mystery undertaking “Bernanke” is not apparent. Ben Bernanke, who was chair of the Federal Reserve from 2006 to 2014, is likely the very best-recognised Bernanke in the general public sphere.
Google did not instantly reply to a request for remark on Sunday.