Microsoft is rolling out the third iteration of its "Scroogled" campaign, which seeks to paint Google as an avaricious, power-hungry behemoth with no regard for its customers' privacy rights. The latest ads focus on personal information gathered and shared by smartphone and tablet applications. The negative ads are a sign of Google's powerhouse position, analysts say. "It's always the underdog that does negative advertising like this, and there is no doubt that Microsoft is now the underdog," said Jonathan Weber of LunaMetrics.

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