Ad Wars: Google's Green Light

The official marriage of search- and display-ad titans Google and DoubleClick may take a while to pay off, but it deals a blow to Microsoft now

The long-awaited completion of Google's $3.1 billion purchase of DoubleClick will kick off a new online advertising battle that may rage for years to come. Yet it may also take years for the search giant to gain a foothold in what's shaping up as the next front in the $20 billion online ad industry: the resurgence of display ads, those colorful but oft-ignored "banners" and videos that run along the tops and sides of Web pages.

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