Google continues it's rampage through the online advertising industry with its announcement last week that it would be buying competitor, DoubleClick, for a staggering $3.1 billion.  The acquisition would further cement Google's place as leader in online ad serving, further marginalizing competitors such as Microsoft and Yahoo.  However, in what can only be described as an ironic turn of events, Microsoft is crying foul over the merger, saying the company should be investigated under anti-trust legislation.  The contention is that the two companies represent the largest players in the market, and a merger would place all other competitors at a severe disadvantage.

Microsoft, defendant in one of the most famous anti-trust cases in recent memory, is being joined in the crusade against the acquisition by another name typically associated with monopolistic behaviors; AT&T.  That's right, the newly reconstituted Ma Bell is tossing in its two cents too.  Expect Yahoo! and Time Warner to join the battle in the coming weeks.

Anti-trust reviews of proposed mergers take an average of 30 days to complete.  If this merger goes through, Google will hold 85% of the online ad serving market.

Read more at the New York Times.