Doubleclick
FTC's investigation of merger
Google's acquisition of DoubleClick:
Is it monopolistic?
The Internet search company Google dominates the search marketplace to the point that to 'Google' something is synonymous with searching for information. However, maintaining its search engine is only one component of Google's business: to fund its activities, it must sell ads. As well as maintaining Google AdSense, Google recently acquired DoubleClick, which offers another venue for Google to amass advertising revenue. AdSense and DoubleClick are currently conjoined: "an online publisher can set a DoubleClick cookie to tell them what sections of their sites you are browsing. DoubleClick will then judge the type of adverts you might like to see from what you're browsing…. If the cookie is set on a website that is part of AdSense and then you browse another site using AdSense, the same information will be recorded and pooled. Over time, guesses can be made about the interests of the person using that browser" (Geary 2012).
According to its privacy policies DoubleClick cannot match such information to personally identifiable information (Geary 2012). Still, there are concerns about monopolistic competition in the online advertising market. In 2007, the FTC used its statutory authority to investigate...
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