Google-Doubleclick deal to get EU approval: reports

European Union regulators are expected to give approval next week to Google Inc.'s proposed $3.1 billion US takeover of online ad tracker Doubleclick Inc., according to reports Thursday.

EU antitrust officials have been investigating the deal since September and had planned to complete an inquiry into how it could affect the internet ad market. That inquiry was expected to be complete by April 2.

But according to reports from the Bloomberg and Reuters new agencies, sources close to the process said regulators are expected to give unconditional approval to the deal next week.

U.S. regulators cleared it in December, despite concerns from privacy advocates and rivals that the proposal would give too much control over online advertising to Google.

The DoubleClick acquisition has faced resistance from competitors, most notably Microsoft Inc., which has argued a combined Google-DoubleClick company would greatly reduce competition in the online advertising market.

Privacy advocates have also raised concerns the takeover would give Google too much control over personal information.

An approved purchase of DoubleClick, the market leader in display ads featuring pictures and video, would cement Google's position as the dominant player in online advertising. Google already dominates the market in search-based advertising.

Advertisers are expected to increase their spending online by 22 per cent to $49.5 billion US next year, according to PricewaterhouseCoopers LLP.

If approved, the purchase would almost double Google's largest acquisition to date. In 2006, the Mountain View, Calif.,-based company purchased the online video sharing site YouTube for $1.65 billion US.

DoubleClick is owned by U.S.-based private equity investors Hellman & Friedman.