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European Union antitrust regulators asked online advertising companies whether prices would rise if Google's proposed $3.1 billion takeover of DoubleClick is approved, according to an E.U. questionnaire.
"If you currently use DoubleClick's ad serving technology, do you expect any changes in the service it offers (in price or quality) by DoubleClick after its acquisition by Google?" the commission asked in a seven-page questionnaire obtained by Bloomberg News.
E.U.: Will Ad Prices Rise If Google DoubleClick Deal Goes Through [washingtonpost.com]
Some cynics may say new layers of complexity will be added so no one understands how the advertising works and that a price increase got snuck in, but they are just stupid conspiracy theorists.