Despite everything that Microsoft and Yahoo! have been throwing in the way to stop the Google DoubleClick purchase, Google finally has some respite, informs Reuters.

According to Kirkland & Ellis antitrust lawyer Mark Kovner, the FTC was not planning on stopping the vertical mergers.

Kovner, "The agencies have been looking at head-to-head competition seems like a jury-rigged market definition. To the outside observer it seems like advertising is a big wide open field.”

Google's purchase is part of a rapid consolidation in the Internet ad industry that includes Microsoft Corp's $6 billion acquisition of aQuantive Inc, home to the largest interactive ad agency, Yahoo's of BlueLithium for $300 million and Time Warner Inc's AOL unit bought Tacoda for $275 million. Both of the acquired companies use cookie technology to record Web surfing habits of consumers so advertisers can target ads based on the information.

These have already been approved of by the concerned authorities”

How does the Google-DoubleClick strategy work?

"Google stores data on the Internet-surfing habits of users and uses it to make money selling ads. DoubleClick connects ad agencies, marketers and Web site publishers."

Future of Online Ads?

“A Microsoft official said earlier this month that the online advertising market was growing between 15 percent and 20 percent annually worldwide, compared with a gain of only 2 percent to 3 percent for the global advertising market. The online advertising market saw revenue surge to nearly $10 billion in the first half of 2007, a 27 percent jump from the year-ago period, according to Interactive Advertising Bureau and PricewaterhouseCoopers.”

The news follows Google Sr. VP of Corp Development & Chief Legal Officer, David C. Drummond's appearance in Capitol Hill last month.

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