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Google acquires DoubleClick for $3.1 billion

DoubleClick,a global leader in digital marketing, advertising technology and services is being acquired by Google for a whooping $3.1 Billion in cash. The all-cash buy-out is about twice the amount Google spent to buy YouTube. Well, it is now pretty clear who will dominate the online advertising market. With this acquisition, Google have easily sidelined Yahoo and Microsoft. Google says that the acquisition is a big win for the publishers, as well as for advertisers and Internet users. Later in a conference, Google promises that user privacy will be handled as top priority among all the different integration challenges.

The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers. Press Releases states that –

Founded in 1996, DoubleClick is a provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Headquartered in New York, and with 17 offices and development hubs and 15 data centers worldwide, the company employs more than 1,200 people and delivers billions of digital communications every day. It was recently taken private in 2006 by Hellman & Friedman and JMI Equity for $1.1 billion. DoubleClick’s revenue earning per annum is about $300 million.

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