We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
 
74,953 News Articles

EU gives go-ahead to Google-Doubleclick deal

Acquisition doesn't pose a threat to competition

Google's proposed acquisition of DoubleClick does not pose a significant threat to competition in the European online advertising market, the European Commission said yesterday. However, it reminded the companies that they also have an obligation to respect EU legislation on the privacy of personal data, one of the grounds on which opponents lobbied to block the merger.

The EU's competition regulator reached its decision after a four-month in-depth investigation of the $3.1bn merger, which received the approval of the US Federal Trade Commission in December.

The deal is unlikely to harm consumers in ad serving or online-advertising intermediation markets, the Commission said.

A merger of Google and DoubleClick will not hurt competition because the companies are not competitors, the Commission said: Google provides online advertising space on its own sites and, as operator of the AdSense service, an intermediary between publishers and advertisers, while DoubleClick offers ad serving, management and reporting services to publishers, advertisers and agencies.

The Commission also examined the risk of Google tying sales of its services to use of those of DoubleClick, or vice versa, to boost revenue. However, it concluded that Microsoft, Yahoo and AOL present sufficiently strong market alternatives that a merged Google-DoubleClick would be unable to exploit the link in that way.

Tuesday's decision only relates to EU merger regulations, the Commission said, and does not alter the merged entity's obligations under EU law on the protection of individuals and the protection of privacy related to the processing of personal data.

See also:

Google's DoubleClick acquisition to get thumbs up


IDG UK Sites

Samsung Galaxy Note 4 release date, price and specs 2014

IDG UK Sites

iPhone 5s review: why the iPhone 5s is still the best phone you can buy in 2014

IDG UK Sites

Passwords don't work: here's four ways to fix them

IDG UK Sites

Developers get access to more Sony camera features