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The addition of DoubleClick would give it the lead in graphical ad placement as well, rivals say.
While Google's lead stems primarily from brand recognition and the relevance of its text-based AdWords and AdSense advertising, it has clearly tried to catch up with Yahoo! in graphical ad expertise.
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Yahoo, which has lagged Google in search, is a leader in selling graphical ads, mostly on its own sites.
While Yahoo! does have strength in display advertising the company's market share of such ads was 30.8% in the third quarter, up 13% from the second quarter, according to Nielsen NetRatings the graphical ad business itself is shrinking.
The losers, he wrote, will be "virtually all undifferentiated graphical ad inventory, particularly on big sites and portals".
Yet Google made a name for itself, in part, because it went without graphical ads in favor of small text advertisements linked to the topics for which users search.
But those gains were obscured, in part, by weakness in display advertising — the banners and other graphical ads that are a ubiquitous presence on Yahoo pages.
It announced in February that it would deliver graphical ads on its own mobile Web service.
It is in the sale of those non-premium graphical ads that Yahoo faces the most intense competition from the likes MySpace and Facebook, as well as countless of smaller Web sites that increasingly rely on advertising to support their business.
Today, ads are text-based, with graphical ads being rolled out in the near future.
The acquisition of DoubleClick would turn Google into a dominant player in the business of serving banners and other graphical ads that appear on Web sites.
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