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Google's DoubleClick day of reckoning postponed
Google will have to wait a bit longer to find out whether its attempt to buy-up online advertising firm DoubleClick will be approved by the European Union.Concerns that the deal would contravene competition laws and give Google too dominant a market position have led to a detailed investigation of the tie-up.
But Google lawyer Julia Holtz remained optimistic that the deal will be given the green light on the new date of November 13th, saying that the web search giant had made commitments to not change some of Doubleclick's business practices, although she did not give details.
"We believe that the deal is good for publishers, advertisers and users – and we trust that the commission will reach the same conclusion and clear the transaction," she said.
"Today's advertising market is highly competitive and innovative, and it is evolving very quickly."
DoubleClick allows marketers to place their Internet Advertising to effectively target specific audiences and then track the ads' performance in terms of the number of web users who click-though to the website.
As part of this work involves placing search ads – which Google has made into a highly profitable business – there are concerns from competitors including Microsoft and Yahoo that it could result in a de facto monopoly which they claim would result in higher prices for marketers.
This did not stop them buying up online advertising firms of their own, however, with Yahoo purchasing Right Media for £334 million and Microsoft splashing out £2.9 billion on aQuantive earlier this year.
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Google News posted on 23 October 2007
