Google`s recent purchase of advertising firm DoubleClick once again brings the same thought to mind; Is Google looking to control the online advertising market? And Google and DoubleClick, will this work?

Already responsible for generating around one-third of the total online advertising revenue, Google`s aggressive expansion in the advertising market is raising ore than just a few eyebrows around the advertising world.

Google is already party to a number of advertising partnerships with some major firms as well as thousands of medium and small companies. Coupled with the vast number clients that DoubleClick has acquired over the years, including many bigwigs such as AOL and MSN, Google can create the largest advertising base that can offer all types of online advertising.

With the total US advertising revenues doubling in the next five years, Google stands a very good chance of further tightening its grip on advertising market and increase its revenue as it looks to boost its Web video advertising earnings.

However there are chances that this move could fall flat for Google. eMarketer reports that unless Google is very careful in the handling of its latest purchase, a number of larger clients with DoubleClick would not want to renew their contracts with the company.

There are already some rumbles with the other bidders voicing opposition to the deal Google CEO Eric Schmidt has dismissed these rumors and has gone on record to say the deal was fair.