CNETs News.com reports that Yahoo! has been given the go ahead on purchasing BlueLithium. That means that important people have decided that the purchase doesn’t post any antitrust issues to be worried about. I’ll have to agree.

All of the search engines right now are involved in similar purchase. Google is seeking interest in DoubleClick and MSN is eyeing Aquantive. Each of the purchases will improve the profitability of their respective buyers. In some cases, even consumers will benefit. For instance, in Yahoo!s purchase of BlueLithium.

BlueLithium will likely expand and improve upon Yahoo!s ability to provide search engine marketing and advertising products to its end users. That’s the idea behind the search portal’s business philosophy and user model. So should anyone be surprised? Should we be disappointed? Or perhaps it’s just another beautiful day in the news and media business.

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