Lifting the Fog: Google/DoubleClick Demystified

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Peter Thomas, Mar 17, 2008

Google’s proposed acquisition of DoubleClick generated significant controversy when it was announced in early 2007. Complainants (many of whom were competitors of Google) raised a number of superficially plausible but inaccurate claims. One of the most prominent was that the two firms were “horizontal competitors” in online advertising. The combined company, critics claimed, would end