Google-DoubleClick merger heats up online ad wars

03/13/2008 | Bloomberg Businessweek

Although it may take Google years to fully realize the benefits in the display ad segment from its acquisition of DoubleClick, the now-concluded deal raises the stakes for Microsoft to complete its takeover bid for Yahoo!, this article says, noting that Microsoft's protracted maneuvering could extend until July, giving Google a window to sort out how it will incorporate DoubleClick into its business.

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