Who did the best? Google with DoubleClick for $3.1 billion, Microsoft with aQuantive for $6 billion, or WPP with 24/7 Real Media for $649 million? I vote for WPP, and not just because they spent less. WPP knows advertising and WPP knows acquisitions. WPP’s holdings include Grey, Ogilvy & Mather, Young & Rubicam, and the former J. Walter Thompson Co. Now that’s a conglomerate. I think they can leverage their deal better than an online classified ads techie concern like Google or a software powerhouse like Microsoft. And I also think they can offer a “better together” suite of services for print, television, radio and onlline. Do I think Microsoft and Google will benefit from their deals? I give Google a 90% chance and Microsoft 50%. But do I think they’ll be the last two Web advertising platforms standing? No way.