Google's $3.1 billion takeover offer for the internet advertising company DoubleClick has come to a deadlock this past Tuesday. Orders to have a more in-depth review of the impacts of this merger show signs of resentment to let Google merge with DoubleClick. To be honest, these events are not bad for the advertising industry in the long term.

The European Commission (EC), which handles anti-trust cases for the European Union, has decided to halt the takeover process as the EC is not fully confident with how the results might turn out. Taking time to properly review this case was a wise decision. Without careful consideration, things could turn out bad for many people.

As great as Google is with their mission statement of "do no evil," they certainly are determined to do some evil here by puting a stranglehold on the advertising sector. It is the cash cow for Google, and if I was the owner of the company, I would likely try to buy up everything I could in the advertising industry as well. That is the way business works unfortunately.

The impacts of Google acquiring DoubleClick could severely harm the entire internet advertising industry. There are many website owners who like varying options on how to generate revenue for their site. If it came down to only one option, that being AdSense, then there would be a severe problem with the way this industry will develop in the future.

Speaking for myself--a website owner--I do not want this deal to go through. The other options available are diminishing, and I am not completely satisfied with Google AdSense. Advertising federations, and also pay-per-click projects like Project Wonderful, Yahoo! Publisher Network, DoubleClick, and maybe Microsoft's own offering in the future need to grow to keep things competitive and fair for all content publishers and advertisers.

[Source: New York Times]