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Google Inc. (GOOG)’s $400 million acquisition of AdMeld Inc. has been recommended for antitrust approval by U.S. Justice Department staff attorneys, two people familiar with the matter said.
The staff urged approval after a detailed analysis found that AdMeld’s competitors in online display advertising were strong enough to offer companies alternative ways to advertise, one of the people said. The recommendation still must be approved by senior department officials, said both of the people, who didn’t want to be identified because they weren’t authorized to speak about the matter publicly.
The combined companies will focus on building a combined sales platform for desktop, video, mobile, and tablets he said, as well as adding in greater support for data analytics and opening up new advertising types.
Microsoft and others won’t be happy with the ruling, however. Ever since the DoubleClick acquisition by Google, the competition has been crying foul about Google’s position in the market – and in their eyes, the AdMeld merger will only make things worse.