Sen. Elizabeth Warren wants to break up Google and DoubleClick, but marketers say the two companies are already too deeply integrated.
"It could be the end of publishers," said Jonathan Mendez, partner at Arkle Advisors."There's not the demand there for [DoubleClick] to go away and for publishers to replace it with another demand source.""Google has been building [technology] strategically to their advantage most certainly over the last decade, but if you start to carve off pieces of that and stop sharing data across those systems, it lessens the value," Mendez said.
Within Google's ad-buying platform, DoubleClick and Google are undifferentiated. Search advertisers can buy display and mobile ads and vice-versa. Google makes most of its money from search ads. Parent company Alphabet However, regulators would most likely want to avoid another such mega-merger and keep DoubleClick independent, he said.A split would shake up advertisers, too
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