Author(s)
Jacques Crémer and Christian Gollier
Source
Les Echo, November 29, 2007
Summary
This op-ed, written in French, describes Google and Doubleclick’s plans to merge.
Policy Relevance
Policy makers should take a close look at the merger of firms involved in internet advertising because of its consequences for competition and policy.
Main Points
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Google is the dominant Internet search engine, serving consumers and advertisers.
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Doubleclick provides Internet advertising services as well.
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Both firms use information about consumers in placing ads.
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The mergers of Google and Doubleclick poses new problems with competition and privacy law.
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Regulators should recognize the importance of understanding the market for Internet advertising and how web content is funded.