The Google buy will spark other demand-side platforms (DSP) to close shop or to merge in order to compete with Google.

FORBES: Google's Invite Media Buy

Last year, the billionaire tried to get his nominees on the board in order to merge the company with Navistar.

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The vote came after Icahn had made two separate offers to buy up MGM debt in order to merge the company with Lionsagte, a studio where he is the majority shareholders.

FORBES: Carl Icahn Loses MGM (For Now)

In an act of desperation, the SWC wanted to merge with the Big 8 in order to increase its television footprint.

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