FTC approves Google's acquisition of DoubleClick
The U.S. Federal Trade Commission (FTC) has formally approved Google’s proposed acquisition of DoubleClick, according to an announcement by Google this morning. Google announced the deal in April, along with a purchase price of $3.1 billion.
The FTC’s investigation focused on antitrust issues, and in its clearance opinion released today, explicitly rejected any current or potential competition concerns. In a 4-1 vote, the commission wrote in its majority statement that “after carefully reviewing the evidence, we have concluded that Google’s proposed acquisition of DoubleClick is unlikely to substantially lessen competition.”
Google’s announcement also noted several recent acquisitions by their competitors, including: “Yahoo’s acquisition of Right Media; AOL’s acquisition of ADTECH AG and TACODA; WPP Group’s acquisition of 24/7 Real Media; and Microsoft’s $6 billion acquisition of aQuantive and acquisition of AdECN Inc.”
This is excellent news for Google, and provides it with a significant expansion of advertising inventory. Not everyone will be so thrilled though, as privacy concerns will no doubt be discussed in the media for some time to come. The reason for this is that Google now has another extremely rich data source to combine with the information it has on user’s search histories. Privacy advocates will be very concerned about this. Google chairman and CEO Eric Schmidt said that Google will continue to protect the privacy of users.
When the deal was announced, three privacy watchdog groups asked the FTC to investigate the potential implications on user privacy. But privacy is not an antitrust issue, so it was not relevant to the investigation except in the ways those issues would relate to a reduction in competition.
Learn how to bring the SEO and engineering teams together to achieve success. When SEOs and developers don’t communicate, businesses… Download Now
Redesigning a website or migrating it takes a lot of planning. If you do not take proper SEO precautions it can result to be highly unsatisfactory, but when done right, the process should be mostly painless. Download Now
SEO has seen an evolution over the period of time, but one thing remains constant; SEO still holds utmost importance to digital marketing success. Download Now
This whitepaper published by BrandVerity explores seven ways to use these two powerful channels together to drive more successful business results, increase brand visibility, and control your brand story. Download Now
Paid search is considered a lower-funnel tactic but today’s digital landscape changes that. R2i’s Senior Search Engine Marketing Manager shares tips to plug it in throughout customer relationships.
Chief Executive at Go Up Ltd, Edward Coram James shares a strategy to tackle the challenges of international SEO.
Greater uncertainties and tighter marketing budgets mean marketers should invest in paid search to stay connected to customers during the crisis.
75% of people do not return to abandoned carts. Fortunately, there are techniques to reduce cart abandonment and increase ecommerce conversion rates.