Market Definition, Competition, and Privacy in the Google/DoubleClick Transaction

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Christine Naglieri, Mark Seidman, Mar 17, 2008

On December 21, 2007, the U.S. Federal Trade Commission (FTC) closed its investigation of Google Inc.’s proposed acquisition of DoubleClick Inc. The merger and the Commission’s investigation attracted a great deal of public interest, and the matter presented several novel issues for antitrust practitioners and commentators. This article discusses two of the issues that generated much public discussion:

1. market definition in the nascent, dynamic online advertising industry; and

2. the interplay of competition and privacy concerns surrounding the accumulation of consumer data.

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SeidmanNaglieri, GCP Mar-08(1).pdf