With Europe's OK, Google closes DoubleClick acquisition
(Tech news blog - CNET News.com)

European antitrust regulators on Tuesday approved Google's $3.1 billion merger with DoubleClick, paving the way for a blockbuster deal in Internet search and publisher-based advertising tools.

The Commission also analyzed the potential effects of nonhorizontal relationships between Google and DoubleClick, following concerns raised by third parties in the course of the market investigation.

These relationships concern DoubleClick's market position in ad serving, where Google, by controlling DoubleClick's tools, could allegedly raise the cost of ad serving for rival intermediaries, and Google's market position in search advertising and/or online ad intermediation services, where Google could allegedly have required purchasers of search ad space or intermediation to also purchase DoubleClick's tools.

"Instead of ensuring competition, (the Commission) and the FTC have literally paved the way for the emergence of a global digital duopoly over online advertising," the Center for Digital Democracy stated.