In addition to today's Internet Marketing Monitor coverage, we felt these stories were worth pulling out of the multitude of news items for April 23, 2007:

  How Much More Should It Be Allowed to Grab  [Washington Post]

The assertion is here is pretty simple:  Google exists because Microsoft was regulated away from "crushing" start ups.  But now the shoe is on the other foot and Google is the hundred billion dollar titan snatching up any company that will let it.  Is what's good for the goose good for the gander?  Should Google be regulated to make room for the next hundred billion dollar company?

  News Analysis: Microsoft General Counsel on DoubleClick & Antitrust  [John Battelle]

This was technically posted on Friday…  but I didn't read it.  To be honest I really don't care to hear Microsoft cry antitrust because it got beat.  But today I've discovered an interesting part of this article that talks about Microsoft's role in the DoubleClick acquisition.  According to Battelle, Microsoft offered to match or beat Google's purchase price.  In the end, DC went with Google regardless.  Robert Scoble has some ideas as to why.  But I think it's pretty simple:  Google was just the more attractive choice from an employee perspective.  Google was more attractive from the "buzz" perspective.  But if I had to choose between Google and Microsoft, I might not be so quick to jump on the G-train.

  The most important pay per click metric is not click through rate  [Jennifer Slegg]

Jennifer Slegg couldn't be more right!  ROI, not CTR, is the most important aspect of any PPC campaign to monitor.  It's sometimes surprising how little folks understand about how this all works.  Higher CTR usually means a bigger bill.  So you'd better make sure those ads with the high CRT are converting well… otherwise you're just wasting money.

  Google Ranked "Most Powerful Brand"  [Search Engine Land]

Ya know… I just can't even act surprised by this kind of stuff anymore.  What I can say is that it's a little bit unsettling.  From my perspective, any company that rockets to the position that Google is in deserves a cautious eye and bit of scrutiny.  So yes… Google has been ranked as the most powerful brand - ahead of GE, Microsoft, Coca-Cola, Wal-Mart, and IBM… to name a few.

Monday - arguably the most dreaded day of the week - is winding down.  It's been a pretty quiet day… so I'm hoping for the same tonight.  May your evening be relaxing as well.  Until tomorrow…