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Commission Approves Google Doubleclick Merger

By Hanno Kaiser

According to the San Francisco Chronicle (yes, I’m supporting my new local paper):

European regulators approved Google Inc.’s $3.1 billion acquisition of online advertising giant DoubleClick on Tuesday, removing the last major obstacle for the deal that critics said would hobble competition and violate consumer privacy. The decision by the European Commission allowed Google to immediately close the merger, which was first announced nearly a year ago. By combining forces with DoubleClick, Google is significantly bolstering its already formidable online advertising business. Already a juggernaut in search engine advertising, Google’s acquisition also makes it the leader in placing banner ads on third-party Web sites. … Consumer advocacy groups, along with rival Microsoft Corp., launched an intense lobbying campaign to try to torpedo the acquisition out of fear that it would create an Internet colossus that could muscle out competition. Some argued that the marriage would also allow Google, based in Mountain View, to collect too much information about the online habits of Internet users. European regulators rejected those arguments, saying “the transaction would be unlikely to have harmful effects on consumers” or competitors. Commissioners noted that advertisers have several alternatives to Google, including Microsoft, Yahoo and Time Warner Inc.’s AOL division.

There has never been a better day to (1) read Cory Doctorow’s short story “Scroogled: The Day Goggle Turned Evil” and then (2) install Customize Google in a hurry.

Technorati Tags: google, doubleclick

Full post as published by Antitrust Review on March 11, 2008 (boomark / email).