After a debate that lasted until Thursday last week, the U.S. Federal Trade Commission cleared Googleâ€™s proposed $3.1 billion takeover of DoubleClick, opening the door for the Internet giantâ€™s entry into the multibillion-dollar online display advertising market.
The FTC, which voted 4-1 to close its 8-month investigation, said the deal is â€œunlikely to substantially lessen competition.â€ But the transaction still faces European antitrust scrutiny, and Google said it cannot close the deal until that final hurdle is passed.
The deal here? According to an eMarketer report from October 2006 [PDF], display advertising is expected to grow to $4.5 billion by 2010 (from $3.34 billion last year). Meanwhile, Paid Search advertising accounted for $6.76 billion of online ad spending in 2006 and was projected to grow to $10.3 billion by 2010. DoubleClick represents the third biggest display advertising inventory in the industry.
For us, this means there could be an important integration between leading online advertising platforms (display + search), which at the end will facilitate the execution and analysis of cross-platform campaigns, and also one point of negotiation for almost all.