Study: Google Would Raise DoubleClick Prices
The Social Science Research Network (SSRN) released an antitrust analysis of the proposed Google and DoubleClick, and suggested the deal would harm DoubleClick’s display ad clients.
|Study: Google Would Raise DoubleClick Prices|
Robert W. Hahn, AEI-Brookings Joint Center for Regulatory Studies, and Hal Singer, Criterion Economics, found the arguments in favor of the merger don’t hold up under scrutiny. One part of their paper considered the impact of all the consumer behavior data Google would receive from DoubleClick in the acquisition (spacing added for clarity):
If consumer data generates increasing returns to scale, as some academics have asserted, Google would extend their lead in search ads and possibly also their new position in graphic ads.