Google's DoubleClick bid delayed by EU investigation

Regulators from the European Union have said that they will decide before November whether to clear internet search giant Google's $3.1 billion takeover bid for online advertising company DoubleClick.

The European Commission set an initial date of October 26th to complete an initial review. However, regulators could subsequently decide to carry out a further in-depth review into the move.

Already the world's largest internet search engine, the take over of DoubleClick would increase Google's presence in the internet advertising sector.

Google's move has sparked anger from companies like Yahoo and Microsoft as they fear that the acquisition of DoubleClick would give the search engine unprecedented reach in the world of online advertising.

Experts believe the EU's decision will rest on whether online advertising is deemed to be a distinct market from other traditional platforms like print, television and radio.

The case highlights how the major players are attempting to improve their stake in the online advertising world.

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