Thumbs up for Google's DoubleClick purchase

The European Union (EU) is expected to give Google's $3.1 billion (£1.53 billion) acquisition of advertising firm DoubleClick the go-ahead, according to Reuters.

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The European Commission (EC) is expected to give Google's $3.1 billion (£1.53 billion) acquisition of advertising firm DoubleClick the go-ahead, according to Reuters.

Citing sources familiar with the situation, Reuters said the approval is expected to come next week.

Privacy groups have objected to the deal, saying it would substantially reduce competition. However, the EC, the European Union's competition watchdog, has said it has no authority to consider privacy issues in mergers.

The US Federal Trade Commission approved the merger in December.

The takeover is one of several recent mergers in the online advertising marketing.

Microsoft bought aQuantive for $6 billion (£3 billion) last year, Yahoo acquired BlueLithium for $300 million (£150 million) and AOL bought Tacoda, a company that uses behavioural targeting technology, for an undisclosed sum.

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