Two leading US advertising bodies have written to authorities in the country to raise concerns over recent mergers and acquisitions in the online marketing sector.

The Association of National Advertisers and the American Association of Advertising Agencies issued a joint letter to the Federal Trade Commission and the department of justice on the matter, according to the World Adverting Research Center.

Referring to recent consolidation, the letter read: "Those proposed combinations deserve careful scrutiny. It is essential to ensure that none of these combinations restrict competition in the internet advertising marketplace."

The letter not only refers to Google’s controversial bid for online marketing network DoubleClick but also to Yahoo!’s move for Right Media, WPP’s acquisition of 24/7 Real Media and Microsoft’s planned takeover of aQuantive.

Aside from than those deals, Time Warner-owned AOL has also been an active buyer in the internet marketing field, having announced Adtech and Third Screen Media.

Did you find this page useful?


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.