It will take some more time for Google to get hold of the ownership of DoubleClick. It is due to the fact that the potential acquisition of DoubleClick is under scrutiny by a U.S. Senate Judiciary Subcommittee. Now the hearing will mostly depend upon on whether or not the companies are deemed competitors or complements. Based on the recent hearing, it will not be wrong to say that the closing of this deal still has a long way to go. Senators were not able come to a conclusion, after hearing conflicting and confusing testimony from Google, Microsoft, privacy advocates, and free-market thinkers.
Google's lawyers argued that DoubleClick is complementary, potentially delivering ads that Google sells. This was not what the opponents supported and they pointed out that the companies compete for the same ad dollars and share the same viewers, advertisers, publishers and data.
One has to consider the fact that Google's argument is not exactly accurate, as Google both deliver and sell ads. The two companies are more complementary to each other, as they are delivering different kinds of ads, and serve different needs, for the most part. Moreover, apart from having an ad-serving business, DoubleClick also has other products for advertisers and publishers which Google does not offer.
It will not be wrong to say that if Google had bought DoubleClick three years ago, than it could be a smooth deal, but now it seems that Microsoft may finally win one. The ultimate decision will be made on the basis on whether or not the companies are deemed competitors or complements.
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