Microsoft to Google: Play fair with your billions

UPDATE:  Bradford L. Smith, Microsoft’s general counsel, is saying that the purchase of DoubleClick by Google would “combine the two largest distributors of online advertising” and thus “substantially reduce competition in the advertising market on the Web,” and "urging" antitrust review, according to the New York Times.

UPDATE:  Bradford L. Smith, Microsoft’s general counsel, is saying that the purchase of DoubleClick by Google would “combine the two largest distributors of online advertising” and thus “substantially reduce competition in the advertising market on the Web,” and "urging" antitrust review, according to the New York Times.

Who says Microsoft wanted to lose DoubleClick to Google? 

Robert Scoble shares that he “asked Microsoft to buy Skype, Bloglines, SixApart, and Flickr, among others.” 

If he were currently still chief Microsoft blogger in residence, would he have “asked” Microsoft to buy DoubleClick?

Don Dodge, still a Microsoftie, and “emerging businesses” promoter, nevertheless recommended that Microsoft pass on DoubleClick, at the “low” $2 billion, even if it would be a “good strategic fit” for AdCenter. 

Microsoft, itself, however, apparently is not happy that $3.1 billion of Google’s ready cash is being used to solidify a “80%” market share of all the ads served on the Internet, according to a CNET story.

In “Companies want scrutiny of Google-DoubleClick deal,” Microsoft, Yahoo and AT&T are said to be “encouraging regulators to take a close look at Google’s planned purchase of online ad company DoubleClick":

Although the companies have yet to file any formal objections with regulators in the U.S. or Europe, they are beginning to publicly voice their concerns, according to a source close to one of the companies.

No “publicly voiced” concern is directly cited and, as the deal was only announced close of business Friday, a “formal objection” would of course not be expected by the following Sunday.

Nevertheless, as Yahoo and Google are noted as not having been available to comment, it would seem that the “source” behind the story is most likely “close to” Microsoft.

“Sour grapes?” asks Andy Beal.

Acquisition frugality does indeed often carry a heavy price.

ALSO: Microsoft vs. Google: Crazy acquisition strategies? and Google: $3.1 billion cash for Web monopoly!

MORE SPECIAL IN-DEPTH DOUBLECLICK ACQUISITION ANALYSIS:

Microsoft vs. Google: Will MSN, Windows Live compete?
Google DoubleClick merger: Who wins, who loses
Google DoubleClick marriage (can be) risky business:
Google to tag users across Web: Privacy Boomerang?
Google: Technology driven or people driven?
Google hurts Yahoo with DoubleClick deal

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