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Federal Trade Commission approves Google/DoubleClick deal
Date: 20/12/2007
The Federal Trade Commission voted on 20 December to approve Google's $3.1 billion purchase of DoubleClick without condition. The commission rejected concerns by consumer groups that the deal may hurt consumers' privacy.
"After carefully reviewing the evidence, we have concluded that Google's proposed acquisition of DoubleClick is unlikely to substantially lessen competition," the commission's majority said.
The FTC action now leaves the final decision on the deal to the European Commission. The EU Commission is still looking into the deal and Google has said it would not complete the takeover until it was cleared by Brussels.
Google and Doubleclick have different roles in online advertising:
- Doubleclick helps to link up advertising agencies, marketers and web site publishers hoping to put ads online and track them.
- Google allows firms to target advertising at people using particular search terms and also stores information about users' internet surfing habits.
Source: Advertising Age
WFA Action
The approval by the FTC follows a letter sent in October 2007 by WFA on behalf of members urging the European Union's competition authorities to closely examine the potential of the proposed Google/ Double Click merger to reduce competition in internet advertising. WFA members will be kept abreast of all relevant developments on the Google/Doubleclick acquisition story via the Media Committee. For more information please contact [email protected]
