Google is to face US congress over its proposed acquisition of online advertising supplier DoubleClick.

Reports suggest that the search engine will need to attend a hearing conducted by the US senate’s antitrust subcommittee.

It is thought that they will need to explain how they believe the acquisition would affect competition within the online marketing sector.

Representatives of Microsoft and Yahoo! may also be asked to attend, but Google is confident that the merger will be approved.

Last week the Associated Press reported that a European consumer group had called for an investigation into the matter, alleging that the deal was an infringement of European privacy rights and limited consumer choices.

The news agency also reported Brussels-based consumer group the BUEC had said that the deal would give Google unparalleled power to collect and exploit information on its users habits.

"The unprecedented and unmatched databases of user profiles appear to be in clear violation of user’s privacy rights," it said.

Did you find this page useful?

Comments

About the author:

ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.