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Google/DoubleClick in Europe: World Fed Of Advertisers Weighs In With Its Concerns

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On the heels of Yahoo’s (NSDQ: YHOO) claims to the EU that a Google/DoubleClick alliance will have a negative effect on competition in the online advertising sector in Europe, the World Federation of Advertisers has today also sent a formal letter to the Competition Commission, asking it to “closely examine” what the impact such a merger — meaning not just Google (NSDQ: GOOG) and DoubleClick, but also other deals like Microsoft (NSDQ: MSFT) buying Aquantive — might have on Internet marketing activities.

MD of the WFA, Stephan Loerke: “Internet advertisers have benefited from innovation generated, in part, by intense competition.” (via The Guardian)

The World Federation of Advertisers, which represents advertisers accounting for 90 percent of all global ad spend totalling some $700 billion annually, in May lodged a similar complaint with the FTC, which is reviewing the deal in the U.S. The Association of National Advertisers’ CEO Bob Liodice: “It’s not just Google-DoubleClick. We looked at the whole portfolio of acquisitions…in a very neutral kind of way…and said the whole thing is moving very, very quickly. We don’t have the ability to understand the implications.” (The ANA is a U.S. affiliate of the WFA.)

The Competition Commission has recently extended the date of its investigation of the Google/DoubleClick merger to November 13.