The Guardian: Ad body urges EU vigilance on Google's DoubleClick deal - by Mark Sweney
Ad body urges EU vigilance on Google's DoubleClick deal - by Mark Sweney
The World Federation of Advertisers has urged the European Union to "closely examine" the potential of Google's proposed $3.1bn (£1.5bn) purchase of DoubleClick to reduce competition in internet advertising. A letter has been sent to the European commission by the WFA, which represents advertisers accounting for around 90% of global marketing spend, urging the EU to be vigilant in analysing not only Google's proposed acquisition, but also to take into account Microsoft's $6bn (£2.92bn) takover of aQuantive and WPP's purchase of RealMedia.
"Internet advertisers have benefited from innovation generated, in part, by intense competition," said the managing director of the WFA, Stephan Loerke.
