Google has triumph over Microsoft again. The Internet’s biggest search engine Google has obtained the much-needed approval from European regulators for the US$3.1 billion take over of online advertising company DoubleClick.

Report says that with the approval, Google has overcome the final hurdle for the deal that will strengthen its position in the lucrative global Internet advertising industry.

Microsoft and ATT had prior to this asked regulators to block the deal, arguing that a merged Google-DoubleClick would have too much power to set advertising rates, reports the New York Times.

The report said that the European Commission had concluded “that the transaction would be unlikely to have harmful effects on consumers, either in ad serving or in intermediation in online advertising markets.”

The merger had been opposed by rivals like Yahoo and Microsoft, which had voiced concern about Google’s advertising clout, as well as by consumer groups, which feared that the combined company would have access to a large amount of data on individual Web-surfing habits, the New York Times said.

Are we seeing a huge “advertising tsunami” in the next couple of years? Whatever the possibility is, I sure want to watch the situation very closely. You would too, if you are attempting to make some dollars out of the Internet.

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