EU will review Google, DoubleClick merger
The EU has announced that it will review Google’s recent acquisition of DoubleClick - a large market player in the banner and pay-per-click advertising sectors.
Major European consumer group BEUC recently raised its concerns that the takeover would damage UK privacy rights and limits consumers’ choice of online content. Google and DoubleClick collate and store information on users’ online habits, leading to fears over privacy.
“Given the pan-European nature of both Google and DoubleClick’s businesses we felt that the commission was best placed to review the acquisition,” Julia Holtz, Google’s competition counsel for Europe, said.
National regulators across Europe declined the opportunity to evaluate the deal individually, instead passing on responsibility to the EU.
Microsoft and advertising group WPP have recently voiced their concerns over the tie-up - while US Federal Trade Commission is also set to investigate, following complaints from consumer groups.
