Google competing in yet another way with DoubleClick

The New York Times (and others) reported yesterday Google's announcement that it was launching a "Gadget ads" program  which is essentially display-ad-serving to "widgets' which are essentially "mini-websites" within websites.

It is getting harder and harder for Google antitrust lawyers to argue with a straight face that Google does not compete in the market of "display-ad-serving" with DoubleClick.

• Google is the world leader in "serving":
  • search text ads
  • contextual ads;
  • video display ads through YouTube,
• And is now entering: 
  • mobile ad- serving;
  • and widget ad-serving to these mini-websites withing websites.
• Google's definition of "ad-serving" is increasingly becoming too-cute-by-half semantic wordplay and not a functional or factual definition.

Antitrust officials should ask Google if they are colluding with DoubleClick to not compete while the merger is pending.

• It seems increasingly obvious that Google's massive infrastructure cloud is capable of serving ads in most any forum imaginable.
• So why has Google not chosen to compete more with DoubleClick? 
• Have Google and DoubleClick secretly agreed on divying up the market and assume the merger will be approved and are getting a head start on market coordination?