"Google/DoubleClick: The first test for the Commission’s nonhorizontal merger guidelines"*I. Introduction The Google/DoubleClickmerger [1] generated considerable interest as it concerned the ubiquitous search engine that most Europeans use in their daily lives. From a competition policy perspective, the case raised a number of interesting issues and, in particular, it was the first major concentration for which the Commission had to assess non-horizontal effects following its adoption of the Non-Horizontal Merger Guidelines [2]. This case was notable in that it covered horizontal, vertical as well as conglomerate aspects. During the investigation, the Commission received a significant number of complaints and a wide range of different theories of harm were put forward by competitors
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The EU Commission clears a merger in the online advertising market applying for the first time the non horizontal merger guidelines (Google / DoubleClick)
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