It’s official, Google is showing off the latest offspring to be welcomed in to the family; online advertising firm, DoubleClick. Google paid $3.1 billion in cash for the company – a drop in the ocean of the reported $12 bn cash reserves the company holds.

The purchase was originally announced nearly a year ago, but legal wrangling and hoop jumping with the FTC to prove the purchase was good for the online advertising industry, and it’s only just been give the right.

To be honest, I don’t see how when the biggest online advertising company purchases another large online advertising company it’s good for competition and not a monopolization of an industry.

One of the great ironies of the acquisition is that by purchasing DoubleClick, they are also acquiring a company called Performics which is (wait for it) a search engine optimization and artificial link building company! Everything that Google stands against.

It is yet to be seen what Google will do with Performics, but it’s not hard to see that a certain conflict of interests is raised.

Once again, I’m surprised the FTC has allowed the acquisition to go ahead based on the monopolization of the online advertising industry and the conflict of interests that is raised from the subsequent acquiring of Performics.

I don’t think it’s going to be long before some serious anti-trust lawsuits are filed against America’s darling web company.