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DoubleClick goes Google

Google has made its biggest buy yet with the capture of online ad firm DoubleClick for US$3.1 billion.

Google has made its biggest buy yet with the capture of online ad firm DoubleClick for US$3.1 billion.

The deal will bolster the search giant's banner advertising business, allowing it to compete more effectively with rivals such as Yahoo and Microsoft.

Google CEO Eric Schmidt told reporters on a conference call that the "most compelling argument" for the deal was the acceleration of Google's display advertising business - DoubleClick helps place and track online advertising.

The deal, which is subject to regulatory approval, has come under fire, with rival firms urging regulators to look at concerns relating to antitrust and competition.

In a statement Microsoft said the deal would raise "serious competition and privacy concerns in that it gives the Google DoubleClick combination unprecedented control in the delivery of online advertising, and access to a huge amount of consumer information by tracking what customers do online".