Key Points
In March 2007, Googles then senior executive in charge of acquisitions, David Drummond, emailed the companys board of directors a case for buying DoubleClick..
But it had about 60 percent market share and could accelerate Googles growth while keeping rivals at bay..
Tim Vanderhook, CEO of ad-buying software developer Viant Technology, which both competes and partners with Google, believes that consumers would encounter a greater variety of ads, fewer creepy ads, and pages less cluttered with ads..
Googles dominance, the government argues, has impaired the ability of publishers and advertisers to choose the ad tech tools they would prefer to use and diminished the number and quality of viable options available to them...
But Dina Srinivasan, a former ad executive who as an antitrust scholar wrote a Stanford Technology Law Review paper on Googles dominance, says advertisers would end up paying lower fees, and the savings would be passed on to their customers..
