Google Acquires DoubleClick – What Will it Mean for Consumers and Advertisers?

Today, the Federal Trade Commission cleared Google’s proposed merger with digital marketing company DoubleClick.

The commission predicts that the deal will not have any substantial effect on competition in Internet advertising, though many others – most notably Microsoft, who fought the deal – say differently.

Google’s challenge is not over, however. Personal privacy has more legal protections in Europe, and European regulators may not approve the deal.

With the merger approved, the new company will hold an incredible volume of personal information about consumers. It will have an unprecedented ability to track Internet users and target advertising according to their tastes and past purchases. In an era where information is as good as gold, one company with so much user information will be a force to be reckoned with.

Despite the consumer privacy concerns, the deal may shape up to be a boon for advertisers, who are seeking to gain insight into Web users’ behavior and how to tailor advertising to individual users as much as possible.

Because the online advertising industry is still in its infancy, it’s truly impossible to know whether the deal will end up threatening competition or consumer privacy. Only time will tell. Regardless, the deal is likely to dramatically change the online advertising landscape for consumers, advertisers, watchdogs and privacy advocates.