The Google - DoubleClick Deal Evolves. Microsoft, Yahoo Involved Again

The trouble concerning the Google - DoubleClick deal evolves and is now moved to the House and Senate, the institution that is going to talk with several Google executives about the acqusition, the New York Times reported. Steve Bryant from Google Watch goes even further and writes that the Congress is going to discuss with even more officials such as the executives of Microsoft and Yahoo. According to this source, Google said that it hopes to see an approved transaction as the DoubleClick acquisition doesn't infringe antitrust, competition or privacy laws.

"We are confident that upon further review the Federal Trade Commission will conclude that this acquisition is good for both competition and privacy and should be approved. Numerous independent analysts and academics have determined that the online advertising industry is a dynamic and evolving space, and that rich competition in this industry will bring more relevant ads to consumers and more choices for advertisers and Web site publishers," it was mentioned in a statement according to Google Watch.

If you didn't know, the entire case was started when Google proudly announced that it managed to beat Microsoft and Yahoo and bought DoubleClick, a company that would be able to support its efforts and consolidate the leader position in the advertising market. Because DoubleClick was regarded as the only name able to compete with Google's online advertising tools, the Mountain View company's rivals Microsoft and AT&T required the regulators investigation because the transaction might infringe the antitrust laws.

However, the rivals also took attitude and made their own moves into the advertising market. Yahoo for example acquired the remaining shares of Right Media, a firm that will strive to improve the Sunnyvale company's efforts to fight with Google and improve its advertising platform. Microsoft also made a similar move but the Google acquisition of DoubleClick is kept in the spotlights as almost everyone is talking about it.