Google has just got the approval of the FTC for their upcoming acquisition of DoubleClick, a leading online advertising company, for $3.1 billion in cash. Apparently the transaction was cleared with no conditions, leaving Google free to innovate in the advertising field.
"In its clearance opinion released today, the FTC explicitly rejected any current or potential competition concerns. Google and DoubleClick are complementary businesses and do not compete with each other. Google's current business primarily involves the selling of text-based ads, while DoubleClick's core business is delivering and reporting on display ads. DoubleClick does not buy ads, sell ads, or buy or sell advertising space. Rather, it provides technology to enable advertisers and publishers to deliver ads once they have agreed to terms, and to provide advertisers and publishers statistics relating to those ads."
This is good news for Google, as they will now have access to the huge market share and consumer base of their own service combined with DoubleClick. The acquisition will complement their recent offerings of Video and Image based ads, and will offer advertisers and publishers new, integrated ways of managing, showing and creating ads.
Read more: Official Google Blog: Analysis: The FTC clears our acquisition of DoubleClick