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Google Buys DoubleClick for $3.1 Billion

By Robert | April 14, 2007

Google have bought DoubleClick an online advertising company for $3.1 Billion. This is just one more huge purchase for Google to add in with the ever growing list of companies.

This comes not long after Google purchased a gun company for no other reason than “kicks and giggles” this purchase might be taken a little more seriously than the gun companies buy out and makes a lot more sense.

Google says the combination of the companies will enhance targeting, serving and analyzing online ads of all types, benefiting consumers by:

For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.

For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.

For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.

Google have also recently spent large amounts of money on other companies, for example YouTube which was one of the most expensive buys in online history.

What Google intended to do with DoubleClick is anyone’s guess. I think the company will disappear and was only bough to remove competition for Google’s already very successful Adsense division. Adsense is by far the most common online advertizing tool on the internet and now that DoubleClick is out of the game it will only get stronger.

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