Google/DoubleClick Deal Repercussions

The FTC's decision not to challenge Google's planned acquisition of DoubleClick on antitrust grounds opens the door for a potential merger that would combine the industry leaders in targeted portal and third-party advertising. As we reported in Mobile Marketer, if the merger of these market leaders goes through, the impact on mobile marketing and Internet advertising may be substantial Advertisers and consumers should likely expect greater refinement in targeted advertising on the Web, although advertisers should anticipate fewer choices in non-portal advertising opportunities. While the US authorities are not seeking to block the merger, the European Commission has yet to give its approval.

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