Welcome!

Cognitive Computing Authors: Yeshim Deniz, Ray Parker, William Schmarzo, Elizabeth White, Pat Romanski

Related Topics: Cognitive Computing

Cognitive Computing : Article

Who's Making Book on the Google-DoubleClick Deal Going Through?

Well, now we'll get to see just how powerful Microsoft really is

Well, now we'll get to see just how powerful Microsoft really is.

The test is whether it can stop Google from taking over DoubleClick and becoming, in Microsoft's words, the "dominant pipeline for all forms of online advertising" as well as "the largest database of online user data in the world."

The Senate Judiciary Subcommittee on Antitrust, Competition Policy and Consumer Rights held a webcast two-hour hearing Thursday afternoon on Google's proposed $3.1 billion acquisition of DoubleClick, the advertising company Google outbid Microsoft for.

Google's general counsel David Drummond turned up as did his opposition, Microsoft's general counsel Brad Smith, Thomas Lenard, senior fellow of the Progress and Freedom Foundation, Scott Cleland, president of Precursor LLC and Marc Rotenberg, executive director of the Electronic Privacy Information Center.

The subcommittee can't do much about the proposed merger on its own but it can whisper its takeaways into the ear of the Federal Trade Commission, which is reviewing the acquisition, and could stop it dead in its tracks or weigh it down with a lot of conditions.

Microsoft wants it flat out stopped, arguing on the privacy side that "This country doesn't permit a phone company to listen to what you say and use that information to target ads. The computer industry doesn't permit a software company to record what you type and use that information to target ads. Yet with this merger, Google seeks to record almost everything you see and so on the Internet and use that information to target ads. One question is whether this merger will create a whole new meaning to the term 'being googled.'"

Microsoft claims that with DoubleClick under its belt Google "will account for nearly 80% of all spending on non-search ads" along with a good chunk of the economy, a situation that will be "bad for publishers, bad for advertisers, and most importantly, bad for consumers."

Combined Google and DoubleClick will create a barrier to entry, Smith told the subcommittee, akin to the New York Stock Exchange uniting with Nasdaq. "Who would go anywhere else? What chance would an alternative have?"

Google, Cleland testified, has too big an infrastructure - with a million servers copying every page of the Internet every day - for a would-be rival to take on. Smith said Google was "creating a brain that controls all the major networks."

Smith claimed Google and DoubleClick are the two largest competitors in non-search ads and that antitrust laws don't permit a dominant firm "to buy success by purchasing its largest competitors."

Drummond denied that Google and DoubleClick are competitors. According to Google, they're in different, complementary businesses and so their merger isn't anti-competitive.

Heck, according to Google, Google doesn't even serve up ads, which is a pretty big suspension of belief, sort of like the time years ago when Bill Gates went to Washington and claimed Microsoft wasn't a monopoly.

According to Google, DoubleClick provides the technology to deliver ads and statistics relating to the ads while Google sells them. DoubleClick is to Google, it says, what UPS and FedEx are to Amazon.

Smith called Drummond's argument "artificial, superficial and preposterous." DoubleClick, he said, is Google's "largest and most significant competitor."

Drummond also claimed that Google has made privacy a priority, a statement none of the privacy folks believes.

Despite Google's assurances that it would destroy consumer information, Smith said, "I don't believe Google is anonymizing anything." It's merely deleting what are essentially a couple of numbers in a phone number that can be easily reconstructed, a position supported by Rotenberg, who testified that greater data collection is now planned than originally proposed.

Unseen at the hearing was the AEI-Brooking Joint Center for Regulatory Studies, which has concluded that the Google-DoubleClick merger could reduce competition in online advertising.

Besides Washington - where yesterday no clear winner was declared - Google also has to deal with the European Commission, not to mention Canadian and Australian authorities.

More Stories By Search News Desk

SYS-CON Media's Search Developer's Journal (search.sys-con.com), is the first and only global publication to present the hottest timely topics on the merging search engine companies, search optimization and search engine marketing industry, and all related articles, feature and news stories for search technology professionals.

Comments (1) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
Google News Desk 09/30/07 11:23:29 AM EDT

Well, now we'll get to see just how powerful Microsoft really is. The test is whether it can stop Google from taking over DoubleClick and becoming, in Microsoft's words, the 'dominant pipeline for all forms of online advertising' as well as 'the largest database of online user data in the world.' The Senate Judiciary Subcommittee on Antitrust, Competition Policy and Consumer Rights held a webcast two-hour hearing Thursday afternoon on Google's proposed $3.1 billion acquisition of DoubleClick, the advertising company Google outbid Microsoft for.

@ThingsExpo Stories
DX World EXPO, LLC, a Lighthouse Point, Florida-based startup trade show producer and the creator of "DXWorldEXPO® - Digital Transformation Conference & Expo" has announced its executive management team. The team is headed by Levent Selamoglu, who has been named CEO. "Now is the time for a truly global DX event, to bring together the leading minds from the technology world in a conversation about Digital Transformation," he said in making the announcement.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of the 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great deals to gre...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.