Today’s announcement by the Directorate for Competition (DG Comp) underscores that the EC recognizes the serious consequences of the proposed Google takeover of DoubleClick. Competitors, consumer groups, and privacy advocates have provided sufficient information to the commission to warrant this relatively rare phase two inquiry. Google is quickly becoming the key digital gatekeeper for the online publishing and advertising marketplace. At stake here is more than just the skyrocketing Google share price, the convenience of our online searches, or even the current state of online advertising competition. The online marketing system is at the core of the dramatic changes transforming global communications–from broadband PC, to mobile, eventually even to television. If we are to have a more democratic and diverse digital marketplace of ideas and commerce, there must be meaningful competition and consumer protection in the online ad sector. This means Google should be prohibited from buying DoubleClick. Or, that at least meaningful safeguards are imposed that limit Google’s ability to leverage DoubleClick’s vast treasure trove of consumer data and its business relationships with many of the world’s largest companies.
Consumers need to be assured that they won’t be unfairly treated in terms of pricing and choice when buying online; advertisers will need protections to ensure that online marketing remains both affordable and competitive, especially when using Google. Privacy must be considered as well, with appropriate safeguards enacted
