excerpt: “One interested party supplied some numbers to Ad Age, estimating that a merged Google-DoubleClick will serve ads representing nearly $8 out of every $10 on third-party websites. That estimate is based on the assumption that in the market of nonsearch ads to third-party publishers, Google is responsible for 29% and DoubleClick 49%.
Another competitor estimated DoubleClick has a 40% share of the publisher ad-serving market and a 60% share of the advertiser ad-serving market…While all the FTC considerations are private in an antitrust case, at stake is the ability of other parties to innovate and enter the online-advertising space, assuring a fair market in which a monopoly can’t drive up prices.”
“String of Digital Deals Leaves Ad World Baffled.” Abbey Klaassen. Advertising Age. June 4, 2007 [sub required]
