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March 7, 2008

Google to get go ahead for DoubleClick takeover


by Alan Harten
Google to get go ahead for DoubleClick takeover

The expectation is that Google is to get an unconditional go-ahead from regulators at the European Union for its 1.5billion pound buyout of online advertising firm DoubleClick.

Back in January, the European commission made a decision not to formally object to Google taking over DoubleClick. The commission is the European Union’s competition supervisor.

It seems that the takeover will happen as the commission has made no formal objections, and has a record of not previously halting a takeover without making its objections known.

Advocates for privacy, have made their opposition to the deal known, stating that such a move would give the two companies, unprecedented access to consumers information. By return, the commission has publicly stated that privacy concerns are outside of their remit to oversee mergers.

The impending deal would result in a powerful combination of Google’s dominant search engine and pay per click advertising system. And DoubleClick’s dominance of the Internet display ad market.

The Federal Trade Commission in the USA has already given its blessing to the deal. The European Union has never rejected any merger proposal that has previously been approved by United States authorities.

This is the latest merger deal with in the booming Internet advertising industry. aQuantive was purchased for $6 billion by Microsoft. Time Warner recently purchased Tacoda. And rival Yahoo acquired BlueLithium to cost of over $300 million.


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