EU Enters Phase 2 Of Google/DoubleClick Review
The EU will perform an in-depth investigation into the potential Google acquisition of DoubleClick Inc. The EU is reportedly going into a “second phase” merger review according to Euro2day.com. This “phase” has an allowance of 90 working days before it has to confirm a ruling, extending the current deadline of October 26th.
An anonymous source stated to Euro2day that there are similarities between this acquisition and that of IBM ‘s purchase of software company Telelogic AB which is also undergoing an in-depth investigation by the EU. The source said to the publication that this particular acquisition has more issues to address than antitrust issues, but also concerns over privacy rights and personal data.
There is speculation that this may be the one of the few times in the history of EU regulation history that a “straight prohibition” could be called for. Of the reported 3,595 deals that have been reviewed, only 20 have been prohibited.
The concerns have also been taken to a U.S. Senate hearing. Although Senate cannot prevent a deal, they can make recommendations to antitrust regulators should they feel a deal poses a threat.
Google’s opponents, Microsoft and Yahoo, as well as others, have been vocal about the detriment to the industry should the acquisition go through. Microsoft senior vice president, Brad Smith stated at the senate judiciary committee hearing that “If Google is allowed to proceed with this merger; it will also obtain a dominant gateway position over the other main type of online advertising — non-search ads. This merger will almost certainly result in higher profits for the operator of the dominant advertising pipeline, but it will be bad for everyone,” continuing that this would give Google “sole control over the largest database of user information the world has ever known.”
Managing director of Yahoo Europe, Toby Coppel was quoted to say, “The deal raises important questions about the future of internet advertising. These questions warrant an in-depth debate and review by a broad range of internet publishers, advertisers, service providers and governments in Europe and elsewhere.”
Google senior vice president of corporate development, David Drummond stood by the company’s position that the acquisition would promote competition. “We are confident…that our purchase of DoubleClick does not raise antitrust issues of one simple fact: Google and DoubleClick are complementary businesses, and do not compete with each other,” he stated. In 90 working days, there will be more clarity if the EU agrees with his statement.
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