American Antitrust Institute: FTC to Block the Google/DoubleClick Merger

AAI White Paper, main points, in my view:
-Google and DoubleClick considered (at least, potential) horizontal competitors in two relevant markets: market for distributing online advertising space of third party (non-search) web sites and market for publisher ad serving tools
- therefore, "(I)f the evidence confirms that these markets are concentrated and that entry is otherwise difficult, as appears to be the case, then the merger presents a relatively straightforward case for challenge under the horizontal and non-horizontal merger guidelines"
- "The upshot of the merger may be higher costs for web publishers to sell their advertising space, which ultimately
may affect the diversity and richness of content available on the Internet and the vibrancy of the media".

Australian Competition Authority holding a different view, it seems