Search giant Google wants to purchase DoubleClick for $3.1 billion. The company has recently written to the European Commission requesting a review of the potential acquisition of DoubleClick. The European Union (EU) will be considering this request soon.

If Google does acquire DoubleClick, it will be another huge step in Google's dominance of the internet advertising industry. In the past few years, Google has rapidly gained strength with Google Adsense to the point where it is worthy of consideration by all website owners as a method for generating revenue for web-based content.

TechNewsWorld reports:
"We asked the European Commission to look at the proposed acquisition," said Julia Holtz, the search giant's lead antitrust counsel. "We believe this deal is positive for both users and advertisers, and fosters competition."
This news comes as Google awaits a decision from the Federal Trade Commission (FTC) about the fate of the Google-DoubleClick merger. Microsoft has been constantly in communication with the FTC about the implications of Google's potential acquisition. Microsoft feels that the deal needs to be heavily reviewed.
Microsoft, whose own interactive advertising buy -- the $6 billion purchase of aQuantive -- moved through antitrust review in short order over the summer, has hired a public relations firm to push for tough review of the deal by lawmakers and regulators, the The Wall Street Journal reported Monday.
Considering that Google has growing lead in the internet advertising industry, this deal might warrant heavy scrutiny. The threat to internet advertising is apparent as Google is very secretive about how Google Adsense really works. There has been heavy criticism in the past about Google Adsense, and this further increases the need to question this purchase. There are also concerns by many about privacy--just what information does Google collect, and to what extent does the company use it?

Microsoft has recently entered the realm of pay-per-click internet advertising to compete directly with Yahoo and Google. All three companies are determined to improve their internet advertising programs, and this will result in improved services for websites that utilize advertisements.

The internet advertising industry is still on it's baby feet. There are many areas for improvement and expansion. If a company like Google can shut out the competition, it could potentially decrease, or even halt the development of the industry. This is what is going to be on the minds of the FTC and EU while making their decision.

[Source: TechNewsWorld]

Update 1: 9-24-2007 @ 9:20 PM EST.

Google's official blog links to a new video that the Google team has posted about Google search results and privacy.  It can be viewed here.  Or view it below:

[youtube]http://www.youtube.com/watch?v=UsUBnPRtTbI[/youtube]