Another one bites the dust….

(Barry Diller’s) IAC is dropping DoubleClick for Microsoft’s Atlas platform.

A product of Microsoft’s aQuantive buy, Atlas will be used by IAC to serve ads at its CitySearch, Match.com, and Evite divisions.

The speed at which Microsoft is moving in the ad delivery space, including the adECN buy, the EA and Digg contracts, is pretty impressive.

I think this war is about more than search, and if Microsoft succeeds in taking away the most lucrative ad revenue segments from GOOG, it might start getting some more deserved respect.

What do you think? Express yourself here or email me at John.Obeto@AbsoluteVista.com

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• Microsoft