EU to Investigate Google-DoubleClick More Deeply

After an initial investigation, the European Commission decides that Google's acquisition of DoubleClick is worth the full investigative monty. - Ars Technica

I think Google is underestimating the difficulty of penetrating this market. Google is a centralized datacenter with peering from what I can tell. Google is positioning itself for the future and is famous for its unique company culture. Late yesterday it came to light that Google is in talks with Verizon Wireless, Sprint and T-Mobile USA regarding its big mobile plans.

Microsoft tried to acquire DoubleClick itself, but lost out to Google in April. DoubleClick and Google provide very different services to each other. In April 2007, DoubleClick agreed to be acquired by Google for big money as DoubleClick is a very strong complement to Google's dominant search offering. Drummond added that he felt DoubleClick is to Google what FedEx and UPS are to Amazon.

EU examination of Google's data retention practices extended to 2008. EU Postponed Google-DoubleClick Day of Reckoning. Neelie Kroes, EU competition commissioner, has dashed the hopes of opponents of the takeover. EU questions Google customers over DoubleClick, though it's a ploy that seems moot at this point, as the EU said overlap between the two companies in Europe was "minimal.

This isn't about a criminal investigation. Lawmakers call for more investigation over Google/DoubleClick deal. In addition, please note that any such investigation will only affect ads served on or by Google.

Google is a company that truely thinks outside the box being one of about four search engines that matter. Google is not real-time- they have an index that they get the results from. My answer is this: Google is trying to build Yahoo 2.