14 DAY TRIAL // The EU investigation over the DoubleClick acquisition by the super giant Google continues and it is now involving even the customers of the Mountain View company. As you might have heard, Google announced a long time ago that it wants to acquire DoubleClick, one of the top solutions when it comes to the advertising platforms currently available on the market. The search giant sustained that it is going to pay no less than $3.1 billion for the advertising company that will support the Google efforts to fight for the supremacy of the advertising industry.
But just after the search giant started the party to celebrate the DoubleClick acquisition, Microsoft and some other companies demanded the regulators to investigate the transaction because it might infringe the antitrust laws. That's why Google is now under the investigation of the European Commission which is supposed to allow the acquisition or deny it.
According to Reuters, the Commission sent numerous questionnaires to the Google customers as a final step before the final decision. "We believe they have taken this step because the Commission believes this will be an unusually complex and contentious merger," a Reuters source told the publication.
Even if Google - DoubleClick transaction is currently analyzed by the EU officials, the rival companies already made several moves to remain in the battle with the super giant Google. For example, the Sunnyvale based firm Yahoo bought the remaining shares of Right Media, an advertising competitor which might have a word to say in the battle with Google. In addition, Microsoft acquired aQuantive for no less than $6 billion, a deal that has the same goal as the ones made by the competition.
However, Google remains the leader of the advertising market with its two top solutions, AdSense and AdWords, which already started a powerful expansion into the offline market.