Since Google's surprise (and staggering) acquisition of DoubleClick, the most unlikely of trustbusters (Microsoft and AT&T) have emerged. Though their complaints may seem opportunistic and hypocritical, they may be on the money with the level of control the deal gives Google. Smaller entities are chiming in as well, suggesting it may be time to do with Google what was done with the baby bells.
Yomtobian brags about his company's patented click-fraud protection technology, which identifies potentially fraudulent clicks and subtracts the cost of them before billing clients.
"I don't think Google or Yahoo has any patents on their click-fraud technology," he said.
In addition to limiting the reach of emerging technologies, Yomtobian says Google's new relationship with DoubleClick also limits advertising network options.
ABCSearch currently uses contextual advertising companies like DoubleClick, but Yomtobian says because Google is a competitor in the cost-per-click space, they may have to stop advertising on DoubleClick's network.
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"I wonder if Google's getting to a point to where we would have to break them down into the baby bells," he pondered, referring to the 1984 breakup of AT&T.
"Half the time, I see Google ads on the entire Web. "There's no chance to compete in this space."
That seems to be Microsoft's complaint, too, as the Redmond, Wash.-based company seeks their own foothold in the online ad market. It's also cause for sour grapes, as Microsoft reportedly
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