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TABLE 6: Market shares 2006

Tool for Advertiser in

Tool for Publisher in

Tool for

%

%

Advertiser +

Publisher in %

DoubleClick

[30-40%]* [30-40%]

aQuantive/Atlas [Microsoft]

24/7 Real Media / Open Adstream OAS [WPP]

ADTECH [AOL]

[0-5%]

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Others Source: market investigation.

<15%

[40-50%]*

[40-50%]*

[0-10%]

[15-25%]

[15-25%]

[5-15%]

[10-20%]

[5-15%]

<5%

<10%

116.

The notifying party submits that these market shares would be an imperfect

indicator as significant variations can be observed from year to year. Hence, Table 7 indicates estimates provided by the notifying party of DoubleClick's EEA market shares from 2004 to 2006 (weighted according to the countries where DoubleClick is active)79:

TABLE 7

EEA

2004

2005

2006

Advertiser side

[40-50%]*

[30-40%]*

[60-70%]*

Publisher side

[80-90%]*

[60-70%]*

[40-50%]*

117.

One explanation for these variations relates to the fact that ad serving tools

are often large contracts awarded through competitive bids80. DoubleClick usually bids for contracts in the context of a formal Request for Proposal (RFP) or through informal bidding processes. Bidding processes are used not only by new customers, but also by existing customers when renewing their contracts. In 2006, DoubleClick lost [<50]* existing publisher customers (and [<50]* existing advertiser customers) in bidding contests called by the customer upon expiry of

78

This includes BlueStreak/Aegis, Mediaplex and Newtention active on the advertiser side, as well as Weborama, Smart Ad Server, Eyeblaster and TradeDoubler active on both the advertiser and the publisher side.

79

It can be observed that these market share estimates vary from the estimates in Table 6 resulting from the market investigation.

80

For example, one of the several EEA customers that DoubleClick lost in 2007 represented independently […%]* of DoubleClick's publisher-side revenues in the EEA in 2006.

36

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