 Internet and media rivals to Google Inc., fearing an unprecedented consolidation of power in the online advertising market, are expected to urge regulators to closely scrutinize the Web search leader's $3.1 billion deal to buy DoubleClick Inc.Google on Friday beat out Microsoft Corp. and Yahoo Inc. to buy Web ad supplier DoubleClick, securing a leadership position as the Internet's top advertising business. Microsoft, the world's largest software maker, said the deal would allow Google to corner the online advertising market and provide them access to a huge amount of information on consumer behavior on the Internet.  News source: Reuters
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