The approval was the last hurdle Google needed to clear to close the deal; the U.S. Federal Trade Commission gave its approval in December.
The approval came despite the claims of some industry observers that the deal could present potential conflicts of interest for Google in its relationship with marketers. Rivals Microsoft and Yahoo also expressed concern when the deal was first announced almost a year ago.
Commenting on the deal at Googleâ€™s annual press day Tuesday in New York, Eileen Naughton, the companyâ€™s director, media platforms, said: â€śI see it as a green field opportunity and a whole new area of innovation that combines display ads with content [ads].â€ť
Penry Price, VP-advertising sales, North America at Google, added: â€śThereâ€™s a big world of brand and display dollars we havenâ€™t taken advantage of. Weâ€™ll work together with them [to do so.]â€ť
He said an important aspect of the acquisition is that it will enable Google to build additional tools and technology for advertisers on top of the DoubleClick ad serving platform.