Is Google Getting Too Big For Its Own Good?

AP

Google Headquarters

Google announced Friday that it would buy DoubleClick for $3.1 billion -- an 800% return for DoubleClick’s owners. The deal is another sign of just how serious Google is about entering markets beyond Web search in order to drive its future growth.

But could Google be growing too big for its own good?

“Google’s decision is causing a lot of resistance in the marketplace," Stewart Barry, a senior equity analyst at Think Equity Partners told CNBC's "Morning Call."

Barry said he expects Google is going to face a lot of regulatory and privacy hurdles.

“Many publishers have a lot of fears and anxieties about sharing data and giving access to Google,” he said. Barry added, the marketplace sees Google as too big and too predatory.

But Gene Muster, senior research analyst at Piper Jaffray, disagrees.

“At the end of the day, consumers actually like what Google does," Muster said. "Google incorporating technology with DoubleClick is going to create a better user experience....A powerful Google is good for both consumers and advertisers."