Mr Terrific or Steel
i gave this some thought, Ideal hero & money people connect those dots and say Tony and Wayne, however I think Spider-Man is more like Batman because they both are driven by a death in the family. And Tony is driven by money, so for that I think DC's Iron Man isnt a man in a suit or a inventor rather its The Flash, here is why.. same colors and they both like to show off what their good at.
I would say Tony Stark is Marvel's Lex Luthor ... at least Tony Stark was Marvel's Lex Luthor back then during Civil War and as long as he hunted down his own friends.
DC's Iron Man / Tony Stark is Batman / Bruce Wayne in my opinion ... the characters has more in common than for example Iron Man and Steel (though Steel was in terms of technology based powers his DC equivalent in JLA back then) or Cyborg (who is now some sort of technology based DCnU equivalent ... but even more powerful and more human-technology cross-linked than Iron Man with Extremis).
By the way: The Marvel equivalent of Batman in my opinion is not Tony Stark ... but Black Panther.
The way I see it, I'm focusing on Tony Stark being a playboy billionaire using his financial resources and drives to create more elaborate ways of striking back at crime as a vigilante, wrestling with his own insecurities. So I see a strong Bruce Wayne-Tony Stark parallel.
If you put Steel and Lex Luthor on two sides of a spectrum, Tony Stark would fall in somewhere in between. He's more hedonistic and less noble than JHI, but obviously not evil like Lex.
Cyborg I believe is the one DC is trying to push in the wake of Iron Man becoming massively successful.
Although I can see where people are coming from by saying Lex Luthor, I would have to say Batman, purely because he's the rich guy who uses his money to allow himself to fight crime, even if it is on a smaller scale than Iron Man, as Bats only keeps Gotham safe for the most part.