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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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Don't know about this one
By TheDoc9 on 4/14/2007 8:03:59 PM , Rating: 2
I believe that google is on a very dangerous path here. They keep buying up companies and over paying in the process for each purchase. It reminds me of the dot-com days. And the purchases are very questionable from an income perspective, they seem to be huge gambles that will either payoff 10 fold or be absolutely worthless in a few years.

They should really diversify outside of intangible internet products such as the tobacco companies did a few years ago by buying kraft, ect.

RE: Don't know about this one
By smilingcrow on 4/14/2007 11:02:03 PM , Rating: 2
Maybe they should buy a tobacco company and beam location dependent Google ads directly onto the surface of your cigarette packet with Wimax. If you walk past a bar your cigarette packet could advertise Miller Lite or even a real beer. You walk past a whore house and just hope it’s not shag a granny night.
Okay, they would need to develop an ultra cheap cigarette packet with integral screen, GPS and Wimax connection; but that’s just a matter of time.

Or if they buy an optics company they could beam the ads directly onto your retinas. Just don’t take part in the trials for that service in case you end up having the word Google permanently seared into you retina like a Plasma TV burn-in; everywhere you look you see the word Google in the background.

“We do believe we have a moral responsibility to keep porn off the iPhone.” -- Steve Jobs
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