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E.U.: Will Ad Prices Rise If Google DoubleClick Deal Goes Through

11:56 am on Jan 12, 2008 (gmt 0)

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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]

3:03 pm on Jan 12, 2008 (gmt 0)

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They won't rise at all. They will become more "relevant". They will be "smart" priced to benefit the advertiser and publisher. A snazzy new interface will be built to make the market more "efficient". And spending will "increase" to match the new features, but no higher prices.

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.

5:33 pm on Jan 12, 2008 (gmt 0)

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And some people simply won't be able to advertise anything if they don't meet the quality evaluations of a robot.
4:00 pm on Jan 13, 2008 (gmt 0)

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it is always about higher prices and better eCPM.

Just my 2c

7:14 pm on Jan 14, 2008 (gmt 0)

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Chinara, your 2c are below the min bid required... ;-)