Printed from http://www.electronista.com

Europe greenlights Google's DoubleClick deal

updated 11:05 am EDT, Tue March 11, 2008

EU Yes to DoubleClick Deal

The European Commission today fully approved Google's proposed buyout of DoubleClick, all but ensuring the completion of the unprecedented move. The acquisition has been previously approved by the US Federal Trade Commission and received its blessing from the European agency in the belief that a combined Google/DoubleClick entity would not block out competing ad networks. As neither company has directly fought for similar business, the union of the two companies also won't create a monopoly, the Commission argues.

The merger of the two will nonetheless create the single largest online ad network available, with Google's AdSense and AdWords providing dynamic ads either on third-party pages and Google's own search site while DoubleClick supplies more traditional, graphics-based ads.

In addition to regulatory hurdles, Google has also encountered staunch opposition from Microsoft and Yahoo, both of whom have contended that a unified Google and DoubleClick would make it difficult to compete in web advertising. Microsoft in particular has reacted sharply to Google's move, buying ad firm aQuantive last year and offering more than $41 billion in a hostile bid for Yahoo in an attempt to create a major alternative to the Mountain View, California ad publisher.



By Electronista Staff
toggle

Comments

Login Here

Not a member of the MacNN forums? Register now for free.

toggle

Network Headlines

toggle

Most Popular

Sponsor

Recent Reviews

Sound Blaster Roar Bluetooth speaker

There could very well be a new king of the hill for Bluetooth speakers, with Sound Blaster's recent entry into the marketplace. Bringi ...

Kenu Airframe Plus

Simple, stylish and effective, the Kenu Airframe + portable car mount is the latest addition to Kenu's lineup. Released earlier this y ...

Plantronics Rig Surround 7.1 headset

Trying to capture the true soundscape of video games can be a daunting task. Looking to surround-sound home theater options, users hav ...

Sponsor

toggle

Most Commented

 
toggle

Popular News