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Openads, Newtention, Adnologies, Adition, Smart AdServer/Axel Springer and Sapient.

205.

On the publisher side, as stated in paragraphs 128-129, DoubleClick faces

competition from Open AdStream/ 24/7 Real Media (recently acquired by the advertising agency WPP) and ADTECH/AOL, which also have an important presence with around 20% market share each. Atlas/aQuantive/Microsoft also offers publishing services following its acquisition of Accipiter. In addition, a large number of other providers (Smart AdServer/Axel Springer, Openads, Newtention, Adition, Exponential, Adnologies, ValueClick, Adnet) and some non-integrated alternatives such as Adify, Zedo, Facilitate Digital, CheckM8, AdJuggler are present in the market. Finally, Mediaplex, Eyeblaster and TradeDoubler also provide publisher-side ad serving solutions in addition to their advertiser-side solutions.

206.

These advertiser side and publisher side ad serving providers are

exert a market.

significant

competitive

constraint

on

DoubleClick

in

the

ad

able to serving

Switching

  • 207.

    These competitors are present on the market and do exert a competitive constraint on DoubleClick. As explained in detail in paragraphs 146-167, there is evidence that a large number of publishers and advertisers are switching to and from DoubleClick, the corresponding churn rates are significant, DoubleClick's competitors have also recently announced switches of major customers from competing ad serving providers to their services and have put forward the ease of switching in their promotional arguments.

  • 208.

    Data on lost and won EEA customers provided by DoubleClick confirms these dynamics. DoubleClick lost [10-30%]* existing advertiser-side customers in 2006 and 2007. Of these, DoubleClick was able to identify the new supplier in [>10%]* cases. In half the cases, customers were lost to ADTECH (AOL), while the rest were lost to Adition (in Germany), Atlas and Smart Ad Server. DoubleClick also competed in a number of bids for prospective customers against 24/7 Real Media, Atlas, ADTECH, CheckM8, Eyeblaster, Mediaplex, Smart Ad Server and TradeDoubler. During these two years, DoubleClick won [<50]* new advertiser-side customers which were previously using ad serving tools from 24/7 RealMedia, Atlas, Eyeblaster, Mediaplex, Smart Ad Server and TradeDoubler.

209.

On the publisher-side, DoubleClick lost [<100]* existing customers in 2006

and 2007. Of these, DoubleClick was able to identify the new supplier in [>30]* cases. A larger number of customers were lost to Adition in Germany and ADTECH (AOL), while the rest were lost to Smart Ad Server, Accipiter and 24/7 RealMedia. DoubleClick competed for prospective customers in a number of bids against 24/7 RealMedia, Accipiter, Adition, ADTECH, CheckM8, Mediaplex, Smart Ad Server and Zedo. During these two years, DoubleClick won [<50]* new publisher-side customers which were previously using ad serving tools from 24/7 RealMedia, Accipiter, ADTECH, CheckM8 and Mediaplex

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