Google will be allowed to DoubleClick
Internet Marketing
07 March 2008
Google is to be given the go-ahead for its purchase of DoubleClick, sources close to the situation told Reuters.
The European Commission is expected to make an announcement in its favour, following a consultation period which lasted 90 days.
After a preliminary review, the commission opened an in-depth investigation into whether the transaction would significantly impede effective competition within the European Economic Area (EEA).
Tim Armstrong, president of advertising and commerce explained why Google was so keen to buy the company.
"This transaction will strengthen our advertising network by expanding our access to publisher inventory and enabling us to serve the needs of a broader set of advertisers and ad agencies,," he said.
The chairman of the Australian Competition and Consumer Commission was satisfied "that merger was unlikely to result in a substantial lessening of competition in an Australian market", and allowed it to continue with the deal.
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