Η Google has a secret project called "Project Bernanke", which relied on bidding data collected by advertisers using the ad exchange program to benefit its own advertising system, according with the Wall Street Journal.
It was first discovered by newswire service MLex. The name of the project was visible in an unrelated document filed by Google as part of an antitrust suit treatmentin Texas.
"Bernanke" was never revealed to outside advertisers and proved to be profitable for Google, generating hundreds of millions of dollars for the company.
Texas filed a lawsuit against Google over its antitrust laws in December because the company allegedly used competition tactics in which "Bernanke" was a significant part.
According to Google, the data from Project Bernanke was "comparable to data held by other market tools".
The company could access historical data about bids made through Google Ads, change bids from its customers and increase the chances of customers winning in ad impressions, putting competing advertising tools at a disadvantage.
Texas filed a lawsuit in court in 2013, in which Google said Project Bernanke would generate $ 230 million in revenue for that year.
