The EU Commission clears a merger in the online advertising market applying for the first time the non horizontal merger guidelines (Google / DoubleClick)

"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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Auteurs

  • DG COMP (Brussels)
  • DG COMP (Brussels)
  • European Commission (Brussels)
  • European Commission (Brussels)
  • European Commission (Brussels)
  • SGAE - Secrétariat Général des Affaires Européennes (Paris)

Citation

Julia Brockhoff, Penelope Papandropoulos, Peter Eberl, Vera Pozzato, Carl-Christian Buhr, Bertrand Jehanno, The EU Commission clears a merger in the online advertising market applying for the first time the non horizontal merger guidelines (Google / DoubleClick), 11 mars 2008, e-Competitions March 2008, Art. N° 35257

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