Almost 8 months after the original acquisition plan was announced, online search engine operator Google has finally finished its $3.1 billion acquisition of online ad service DoubleClick Inc. when European antitrust regulators cleared the deal. The approval, which follows U.S. regulators’ clearing of the deal in December, was the final hurdle Google needed to clear to take control of the company.
Main Competitors Microsoft and Yahoo had argued that if Google owned DoubleClick it would have too much control over online ad prices, but the European Union said that the purchase won’t curb competition in the online ad market. In this world where winner takes all, Microsoft and Yahoo shouldn’t really be complaining because they knew exactly how much commanding power a company has when they are at the top of the world since they were in this kind of hot seats before. They had their moments, time and tide changes, and they could only blame themselves for not being able to gain a larger market share in the online advertising market.
The deal marks an aggressive step by Google to enhance its position in the online display advertising market.