GOOG – DoubleClick not yet a done deal

November 14, 2007

The European Union regulators have said they will be thoroughly investigating the Google DoubleClick deal after their preliminary investigations found that the deal could raise competition concerns. A deadline of 2nd April 2008 has been set to make a final recommendation.

Google has said it will work with the Commission to demonstrate the value a deal like this will give to publishers and advertisers alike.

With all the other deals happening in online advertising I’m beginning to think they should just let this deal go through. Every major internet player has had a deal go through with an ad network apart from Google, and with the likes of Facebook now launching advertising networks it is actually beginning to feel like Google is the one being hurt by this being stalled for so long.

I wonder whether Google might pull out of the deal if they can get OpenSocial moving quickly and use the demographic, social and behavioural data that they will garner from it to create their own network (or extend Adwords/Adsense)?

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