Google is now $3.1 billion lighter thanks to its cash purchase of the controversial ad service - DoubleClick. This will esentally gives Google a virtual LOCK on the online advertising world.

The acquisition, which is expected to close sometime later this year, also will give media agencies and advertisers the ability to manage integrated search and display ad campaigns through one centralized console, Schmidt said. “The whole system will run faster,” he said. “Users will benefit from more targeted ads.”

Anyone remember when DoubleClick tried to develop profiles of users online and offline activities? Or how about several Federal lawsuits that were recently settled regarding that DoubleClick tied personally identifiable information web surfing habits illegally?

Do you think Google will clean up the company’s questionable ethics, by “doing no evil” or this will give Google a better way to track what every user on the internet is doing?

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