Google Inc.'s long-anticipated acquisition of online ad service DoubleClick Inc. is expected to turn the Internet search leader into an even more powerful marketing vehicle that's fueled by better insights about consumers.

The $3.1 billion deal, completed Tuesday after nearly a year of regulatory wrangling, also may intensify the pressure on Microsoft Corp. and Yahoo Inc. to resolve their stormy courtship so they don't risk further distractions while Google tries to sprint further ahead in the race for Internet advertising.

Google took control of DoubleClick a few hours after Europe's antitrust regulators removed the final stumbling block by approving a deal that was first announced 11 months ago.nullnullnullnullnullnull