Google has been interested in taking over DoubleClick since April, but the transaction has not gone smoothly. The main reasons for the delay are concerns about privacy and competition. The combined company would put Google way ahead of other companies in what advertising they offer, and with how much information they know about companies and people who use their services. The Senate is convening on September 27th to talk about these very issues with the company.
Google says the acquisition of DoubleClick is routine
Google, for their part is ready to argue that the merger is much like all the other ones that have occurred in the online advertising space.
Google said its merger with DoubleClick is no different from the rash of acquisitions seen this year in the online advertising space. Those acquisitions include Yahoo’s purchase of Right Media for $680 million, America Online’s purchase of Adtech AG, WPP Group’s acquisition of 24/7 Real Media for $649 million and Microsoft’s purchase of aQuantive for $6 billion.
Google on Friday submitted comments to the FTC requesting that the agency address the rapidly changing online ad market during its town hall meeting. The search engine giant also asked that the FTC look at how targeted ads affect the small business community.
“We’re glad to see that the Federal Trade Commission is planning a town hall … to look at some of the issues surrounding online behavioral advertising,” Pablo Chavez, policy counsel for Google, wrote in a blog post. “The public discussion of behavioral advertising and its privacy implications is an important one, and we believe that it is one best had with a broad set of stakeholders and a full picture of the online advertising business.”
Google, as always, is at the forefront of a controversial issue that would redefine how business online is conducted. With the acquisition of DoubleClick, the combined company would then offer the full slate of products, including Interstitial and Banner advertising, in which DoubleClick has always led the industry.
