The Microsoft/Google War rages on as today was a particularly good day for both sides. This morning it was revealed that Viacom was signing a $500 million dollar online advertisement deal with Microsoft - spurning DoubleClick in the process. But that very action may have finally pushed the Google/DoubleClick deal, which has been in limbo for months, into being given the green light.

Reports are now that the FTC could approve the $3.1 billion Google/DoubleClick deal by the end of the week. One has to think that this new Viacom revelation along with Mircrosoft's Facebook deal have lessened the heat on Google significantly.

And so the arms race continues; on the social front, on the advertising front. I'm sure one of the two will have some new deal in place with another new partner/acquisition next week. And 2008 should be the most explosive year yet. Just wait until one of them tries to buy Yahoo.