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|It has been suggested that this article or section be merged into DoubleClick#Acquisition by Google, Inc. and Criticism of Google. (Discuss)|
It is argued[who?] that the essence of online advertising market is the exceptional interrelationships among segments, networks, people, products, services, and technologies. These are argued[who?] to be highly interdependent markets rather than separate and distinct.
If this is applicable, Google -- the dominant web search engine—and DoubleClick-- the dominant banner-ad provider—will broadly control the way traffic and money flow across the World Wide Web, and this merger would substantially lessen competition.[neutrality is disputed]