FTC Approves DoubleClick Acquisition
Today, the FTC has made the announcement that it has approved Google’s proposal to acquire DoubleClick for $3.1 billion. Google currently dominates the PPC online ad market, and with the inclusion of DoubleClick’s position in the display advertising arena, the firm is left open to scrutiny not only from other industry professionals, but organizations such as the EU.
The FTC decided in a 4-1 vote that the investigation of the deal could end, finding that the deal would not compromise competition, according to Reuters. The process of purchasing DoubleClick has been an eight-month ordeal for Google.
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