The following article, posted in the NY Times earlier today, outlines how the market for search and search advertising has consolidated - largely through M&A - over the past 1-2 decades. Going forward, it will be interesting to see what role anti-trust regulators play in the competitive landscape. The article specifically points to Double Click - a display ad platform - as an example of a transaction (which occurred in 2007) that might not pass the 'anti-competition' test today. Increasingly, the author expects regulators to block transactions in the digital marketing space, or at least force firms to selectively divest portions of their portfolios to prevent monopolistic behavior.
https://www.nytimes.com/2020/09/21/technology/google-doubleclick-antitrust-ads.html?auth=login-email&login=email
Monday, September 21, 2020
Changing landscape of search & search advertising
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