FTC approves Yahoo deal while Google waits
Posted by Bill Gaffney | October 3rd, 2007|
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With Google patiently waiting in the wings for approval of their acquisition of DoubleClick, the Federal Trade Commission today gave Yahoo the go-ahead to purchase the advertising network BlueLithium. Yahoo’s $300 million deal practically sailed through the approval process being delayed just one month, while Google’s announced in April still hangs in limbo.
BlueLithium and Yahoo! share a common goal of providing both advertisers and publishers with high quality inventory and the essential targeting and analytical tools that are necessary to reach the right consumers at the right times. The addition of BlueLithium is the logical next step in creating the largest and most effective online ad network globally, which also includes inventory on Yahoo!’s owned and operated properties, the Yahoo! Publisher Network, and the Right Media Exchange. We believe that together Yahoo! and BlueLithium will help drive the next evolution of the online advertising industry. [bluelithium.com]
Given today’s FTC approval, and the further consolidation of the online advertising market, as Time Warner purchases Tacoda and Microsoft purchases aQuantive, any speculation if the Google deal was potentially anti-competitive seem highly unlikely.
