It seems as if Google's
Reuters is citing "people familiar with the situation" in revealing that the typically stingy European Union will provide unconditional approval for the deal.
It's about time, really. The buyout was announced 11 months ago. In that time, Microsoft
Naturally, Google is going to be watched more vigilantly, given its global dominance in online advertising, where it outsells both Microsoft and Yahoo! combined. It's the price that Google must pay for its success.
Will this make it harder for Google to snap up other decent-sized Internet advertising specialists? Of course. If striking a deal with Google means delayed closings and the potential of regulatory derailment, Big G will have to bid a premium for future acquisitions if its rivals are holding up bidding cards.
Let's just hope that DoubleClick is worth it. The one thing that is certain is that DoubleClick will fortify Google's position in display advertising. Google's stronghold has been text ads, which are easily created by anyone with keyboard-pecking skills. Companies like DoubleClick and ValueClick
Google realizes that it needs to get up to speed in display advertising. Whether it's through its own video-sharing workhorse, YouTube, or through social networking with its own Orkut and News Corp.'s
So go ahead and eat up, Google. Savor the DoubleClick. Enjoy it too, because it may be a long time before your next substantial swallow.
For more on Google:
Microsoft has made the cut as an Inside Value stock pick.
Longtime Fool contributor Rick Munarriz thinks that it's just a matter of time before Google begins inserting ads into the back of his eyelids for a little dream-theater marketing. He does not own shares in any of the stocks in this story. He is part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.