Google is being investigated by the Federal Trade Commission (FTC) over its purchase of online advertising company DoubleClick for $3.1 billion.
According to a report in the
New York Times, the FTC has opened a preliminary antitrust investigation into the purchase after concerns were raised about the merger of the two companies.
Google bought the ad-serving company in April, saying that the deal would combine DoubleClick’s expertise in ad management technology Google’s advertising platform and publisher monetisation services (see Google Acquires Doubleclick For £3.1 Billion).
Don Harrison, a senior corporate counsel for Google, is quoted by the New York Times as saying: “We are confident that upon further review the FTC will conclude that this acquisition poses no risk to competition and should be approved.”
He added: “Rich competition in this industry will bring more relevant ads to consumers and more choices for advertisers and web site publishers.”
Following Google’s purchase of Doubleclick, WPP announced that it was buying 24/7 Real Media for $649 million (see WPP Acquires 24/7 Real Media), whilst Microsoft bought global digital marketing company aQuantive in a deal worth $6 billion (see Microsoft Buys aQuantive For $6 Billion).
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