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Google agrees to purchase web advertising company in cash

Google, Inc. announced today a definitive agreement to buy DoubleClick, Inc., an online advertising company, for a sum of $3.1 billion in cash.   The web search giant is acquiring the advertising company from San Francisco-based private equity firm, Hellman & Friedman along with JMI Equity and management. 

According to the press release, "the acquisition will combine DoubleClick's expertise in ad management technology for media buyers and sellers with Google's leading advertising platform and publisher monetization services."

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.

"This transaction will strengthen our advertising network by expanding our access to publisher inventory and enabling us to serve the needs of a broader set of advertisers and ad agencies," said Tim Armstrong, Google's President, Advertising and Commerce, North America.

Google and DoubleClick have both approved the transaction, which is expected to close by the end of the year.  Speculation of the sale began several months ago when reports surfaced that a $2 billion dollar deal was in the works.


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It's only a matter of time...
By KaiserCSS on 4/13/2007 9:04:18 PM , Rating: 3
... before Google owns the entire internet.




RE: It's only a matter of time...
By ncage on 4/13/2007 9:10:32 PM , Rating: 3
LOL...did i tell you about my new GSP :)


RE: It's only a matter of time...
By jpeyton on 4/14/2007 6:15:53 AM , Rating: 2
Ask.com is pimped out search engine.

It is very tight.


RE: It's only a matter of time...
By HibyPrime on 4/13/2007 9:20:02 PM , Rating: 5
"Google buys moon for $983 Trillion."


RE: It's only a matter of time...
By tuteja1986 on 4/14/07, Rating: 0
RE: It's only a matter of time...
By FITCamaro on 4/14/2007 9:22:06 AM , Rating: 1
Technically the old colonization laws are still in effect where the first country to plant their flag can claim a land. So yes, the US could claim that we own the moon. :)


RE: It's only a matter of time...
By masher2 (blog) on 4/14/2007 10:35:41 AM , Rating: 4
> "So yes, the US could claim that we own the moon..."

According to the UN "Treaty on Principles Governing the Activities of States in the Exploration and Use of Outer Space, including the Moon and Other Celestial Bodies", the Moon cannot be claimed by any nation.

The US signed this treaty sometime in the 60s, before we even landed on the moon.


RE: It's only a matter of time...
By Regs on 4/15/2007 12:56:01 PM , Rating: 3
But I bet if we found oil in it we would go to war over it.


RE: It's only a matter of time...
By theapparition on 4/16/2007 8:12:09 AM , Rating: 2
Correct me if I'm wrong, but I seem to remember that China did not sign this.


By masher2 (blog) on 4/16/2007 8:41:14 AM , Rating: 1
The official deposit of accession date is 1983, so its in force for China. Though of course China (or the US) can legally withdraw from the treaty given a years notice.


RE: It's only a matter of time...
By shabby on 4/14/2007 10:08:29 AM , Rating: 3
Dont joke about that, since the moon is illuminated at night and everyone can see it im sure google will want to place some ad's on it. The ad exposure will be HUGE! ;)


RE: It's only a matter of time...
By masher2 (blog) on 4/14/2007 10:38:30 AM , Rating: 3
Interestingly enough, Heinlein wrote a short story in which rights were sold to cover the moon with a single gigantic cola advertisement. It was written in the 1940s, when even many scientists believed a moon trip impossible.


RE: It's only a matter of time...
By MarkHark on 4/14/2007 10:56:52 PM , Rating: 3
Asimov has a similar story in which two giant space corporations dispute the use of Jupiter and later Saturn for advertisement purposes.


RE: It's only a matter of time...
By MarkHark on 4/14/2007 10:57:59 PM , Rating: 2
Forgot to say.
This story lends its name to Asimov's book "Buy Jupiter"


RE: It's only a matter of time...
By Azsen on 4/15/2007 5:33:05 PM , Rating: 2
Well it's hardly great advertising, a full moon only occurs every 29 and a half days for a duration of about 2 days.

During the other moon phases from First Quarter Moon through to Third Quarter Moon you would only get partial advertising. The New Moon and Crescent Moon phases would be pretty much useless for advertising.

Don't forget, if there's too much cloud, no-one will see the advertisements as well.


RE: It's only a matter of time...
By masher2 (blog) on 4/15/2007 5:55:50 PM , Rating: 3
> "a full moon only occurs every 29 and a half days for a duration of about 2 days"

Yes, but during that time, its seen by the entire planet. Everyone on Earth...even people who don't listen to the radio or watch TV. When advertisers are paying $2.5M for a single 30-second spot on a Superbowl watched by 90 million people, whats the worth of two full nights a month, every month, seen by over six billion?


RE: It's only a matter of time...
By Azsen on 4/16/2007 12:32:44 AM , Rating: 2
You make a good point. Although given that the moon orbits the planet, how do they keep the advertising on it continuous? If you were beaming an image onto it from Earth wouldn't you need multiple ground stations across the globe?


By masher2 (blog) on 4/16/2007 6:35:29 AM , Rating: 2
In this particular story, they planned pyrotechnic rockets dispersing carbon black, to paint a company logo across the entire face of the moon. In effect, the moon would have become one enormous billboard.


RE: It's only a matter of time...
By S3anister on 4/13/2007 9:20:39 PM , Rating: 2
yeah... and the fact that google has a stock price of roughly ~$466.00 USD per share doesn't help at all...


RE: It's only a matter of time...
By walk2k on 4/14/2007 2:05:46 AM , Rating: 4
Too bad I've had Doubleclick blocked for 5 years.