Remember back in April when Google announced that they were acquiring DoubleClick, and Microsoft said “not so fast” and protested the move saying it would hurt competition? Then what did Microsoft do? They acquired online advertising firm aQuantitive, and more recently, they announced they were acquiring an advertising exchange firm called AdECN as well. They weren’t the only major Internet Company with an advertising related purchase either. AOL recently announced their acquisition of TACODA, and Yahoo announced they were acquiring Right Media. All of the major Internet Companies are getting in on advertising, yet Google seems to be the only one under scrutiny for the intention of their purchase.
I think Ars Technica’s article title perfectly describes what Google is thinking right now: “Google on DoubleClick merger: Everyone else is doing it, why can’t we?” Ain’t that the truth! An article recently published on the official Google Public Policy Blog essentially says that everybody is in fact doing it, so why can’t we, without actually saying that. They point out all of the other advertising related acquisitions lately and explain that “each of the leading Internet companies believe that they can position themselves to succeed in the online advertising space — through the free market, and without government intervention.”
So why is it that Google has to fight to finalize the acquisition of DoubleClick? I think the answer is simple. Google is becoming the next Microsoft and everybody is screaming ANTITRUST! When Microsoft became dominant is when they were criticized and had to fight to do what they wanted. It seems Google is now quickly entering the same position that Microsoft has been in where everything that they do is looked over with a magnifying glass, checked, and rechecked. With Google growing faster than a weed, I think they need to prepare for many trips to Washington in the future with lobbyists in tow, to fight for what they want to do. Without a doubt, Google is quickly becoming the next Microsoft whether they like it or not.