The New Stuff

Will Google-DoubleClick Merger cause online advertising bottleneck?

precursor.gifScott Cleland, President of industry research and consulting firm Precursor, has testified before the Senate Judiciary Subcommittee on Antitrust, Competition Policy and Consumer Rights and recommended the panel oppose the proposed Google-DoubleClick merger.

He explained that the Google-DoubleClick merger would create extreme market concentration and “tip” the online advertising market, the economically critical market which is the only proven monetization engine of Internet content, to a bottleneck. Details of his insights can be found at

“The combined Google-DoubleClick would have no effective checks and balances and little accountability to consumers, competition, regulators, or third-party oversight,” Cleland said.

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