After eight months of review for possible antitrust violations, the Federal Trade Commission on Thursday approved Google’s $3.1 billion acquisition of Internet ad server DoubleClick.
But the European Commission has yet to sign off on the deal.
In a 4-1 vote to close its investigation of the transaction, the FTC wrote in its majority statement:
After carefully reviewing the evidence, we have concluded that Google’s proposed acquisition of DoubleClick is unlikely to substantially lessen competition.
Besides being the most popular search engine, Google already has a lock on the Internet text ad market with its AdWords and AdSense programs while DoubleClick is the most important player in the third party banner ad server market.
Here’s how we see the Google-DoubleClick deal:
1. We think the DoubleClick acquisition will make Google a too powerful influence on the overall Internet advertising market to the detriment of both content publishers and advertisers, big and small. Size matters, as all those junk e-mails tell us everyday. Also, arrogance Continue Reading…