Facebook offered merger terms to save on purchases, but the CMA said "behavioral solutions" do not address competition issues, and Facebook can "bypass" such requirements. The Meta can appeal the CMA ruling.Advertising
The CMA denies the claim that Giphy cannot compete on its own
The CMA also said that "Facebook has terminated Giphy's advertising services at the time of termination. The merger eliminates an important source of potential competition, which is “Particularly concerning because Facebook controls nearly half of the ¥7 billion display ad market in the UK.”
The CMA said:
Parties told us that if they were not acquired By Facebook, Giphy will likely become a weak business (including Facebook), as it did prior to the merger, continuing to innovate and develop its products and services, generating revenue and exploring (with financial and commercial support from investors) more revenue from its products, regardless Regardless of ownership of Giphy (i.e., whether it operates independently as it was prior to the merger or in the hands of an alternative buyer).
If Facebook does not buy Giphy, you have the following options: “(1) Pay some platform fees or licensing to Giphy, (b) relying more heavily on other GIF providers (such as Tenor), or (iii) building a library Your GIF, the CMA said.
Meta is considering appeal
Meta said in a statement to Ars that he opposes the ruling and is considering whether to appeal. “Both consumers and Giphy are better off supported by our infrastructure, talent, and resources,” the Facebook owner said. Together, Meta and Giphy are improving the Giphy product for the millions of people, entrepreneurs, developers and API partners in the UK and around the world who use Giphy every day, providing more choices for everyone. p>
Apparently the British contest will hear the appeals court. The Wall Street Journal noted that the Court of Appeals recently upheld a CMA ruling that "prevented Saber Corp. from contacting Farelogix Inc.'s competing travel reservation services." p>
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