By buying Doubliclick, Google has made an acquisition which makes it the biggest player in online advertising and marketing in the world. Just like Microsoft reigns over OS’s and Office suites, Google will dominate online advertising.
The progressive extinction of other media’s audience will propel Google past today’s known limits of the company business model. With huge influence powers, very low running costs and an unlimited number of customers (read the excellent Read/Write web article), Google will tackle the global advertising market.
This operation is making the competition react, claiming Google’s quasi-seizure of over 80% of the advertiser and publisher network. The acquisition must still be validated by the American antitrust department.
