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Microsoft PR Aims To Derail Google's DoubleClick Buy

Public-relations firm Burson-Marsteller has been pitching media outlets and Internet companies for several months on what it calls the dangers of Google's proposed $3.1 billion acquisition of online advertising specialist DoubleClick. The pitches don't disclose that Burson is working for Microsoft, Google's largest rival.

The deal, which requires approval by regulators, would bolster Google's already strong position in online advertising. Burson cites the deal as part of a larger discussion of "fair and free competition" in Internet-search and privacy rights of consumers. In Europe, Burson urged Internet companies to sign an online petition for a more "transparent and competitive Internet" at www.i-comp.org.

Josh Gottheimer, an executive vice president at Burson, says the firm was hired by Microsoft to set up i-comp.org as a "discussion forum" for issues of privacy and competition. He says the firm doesn't disclose its clients as a general practice, but in some cases companies were told Microsoft was a member of the group. Microsoft spokesman Jack Evans says Microsoft is a client of Burson's and is a "founding member" of the group directing companies to i-comp.org.

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