In the social and digital media sectors, the past decade has witnessed enormous growth of formerly unknown players. The digital expansion disregards national borders and existing gate keepers, and to some extent even merger control and tax authorities. The article explores the nature of digital expansion (I.) and compares it with the invariably narrower merger control limits for “old media” (II.). Based on this analysis the article develops a call for a pan-European perspective on mergers for the single European digital market (III.) and forwards five vital suggestions for readjusting merger control for the Digital Age (IV.).