Nearly two months since clinching the Republican nomination, Senator John McCain has used the extra time to get his presidential campaign rolling, taking both of his potential political adversaries to task at various intervals. On the Democratic side, Barack Obama and Hillary Clinton have been too busy focusing on which one of them will be the party's top dog to impact the Republican.

For Senator McCain, the situation couldn't be more ideal -- the longer they take, the better for him and his campaign.

Likewise, Google is benefitting from the current standoff between Yahoo and Microsoft. Since it was first announced, both sides have been very vocal: Yahoo publically rejecting Microsoft's advances (in the hopes, as some speculate, for the deal to be sweetened) and the Redmond giant in turn suggesting Yahoo take their latest offer or risk the possibility of a hostile takeover.

Meanwhile, Google keeps chugging along, gaining market share, impressing investors with ad quality and earning the distinction of being named the world's number one brand.

If the Microsoft/Yahoo deal happens, Google could surely face a formidable opponent in the online advertising market. The longer it takes for such a merger to occur however, gives Google ample time to further cement themselves well into the market niche -- making Microsoft's chances of taking the lead, or at least a large slice of the revenues, difficult.

Like the Democrats, the next few weeks are going to prove pivotal for Microsoft and Yahoo. Egos need to be stroked or suppressed. Concessions need to be agreed upon. Both are up against juggernauts that have a great many supporters and are enjoying comfortable leads in their 'market.'

- Tom LaSusa
Editor, Grok On Google
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