Mergers - Case 6
E.CA was commissioned by the client to provide an expert opinion on the Google/DoubleClick transaction. The assessment provides an overview of the economics of online advertising markets, investigates the different technological and commercial models for providing ad-server functionality, and presents a competitive assessment of the transaction. Significant issues are raised as to the potential anti-competitive effects of the merger, and empirical questions are posed that have to be addressed in order to further assess these effects. Arguments were orally presented to the Commission; a Phase II investigation was initiated.