December 23, 2007

GoogleClick approved in the US

Google's acquisition of DoubleClick has been approved by the U.S. Federal Trade Commission. The deal is not yet cleared by the EU.

If the merger is approved in the EU and goes ahead, it will likely affect the market for "remnant" banner advertising more than premium branded banner advertising market. The reason being that Google can better utilize different kinds of intention and behavioral data to improve DART's "remnant" banner ad targeting, but the merger doesn't change the way media buyers buy premium branded advertising.

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