Opposition To DoubleClick Deal Oddly Timed Microsoft, AT&T, and Time Warner have all voiced opposition to Google buying DoubleClick in an all-cash $3.1 billion acquisition. Claims have been raised that the agreement would violate antitrust laws, and give Google far too much power in the marketplace. There may or may not be something material to such claims. But to Dale Hershey, an antitrust attorney with Eckert Seamans, the cacophony of complaints comes very early in the process. "It's as though they want to register a higher level of concern," Hershey told WebProNews about the public commentary made by Microsoft and AT&T. Executives from those companies told news outlets of their concerns within 48 hours of the deal being announced. How the Google purchase of DoubleClick affects market power in online advertising will be the concern for regulators who could decide to look into the acquisition. Hershey said it would be within 30 days of the filing of intent to purchase that either the FTC or Department of Justice could ask for more information. While basic antitrust law is solidly established, the online ad market is relatively new. We asked which agency, FTC or DOJ, would be more likely to look into the deal. Hershey said that FTC probably has more tech expertise in-house by virtue of their work, but DOJ's experience with Microsoft and its antitrust issues make it more likely to be the agency that could pursue an inquiry. A first round of review would take place, with the antitrust regulators looking at topics like 'who uses the market' and 'what effect could there be on prices'.
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