Google reached an agreement today to acquire DoubleClick, the online advertising company, from two private equity firms for $3.1 billion in cash, the companies announced, an amount that was almost double the $1.65 billion in stock that Google paid for YouTube late last year.
The sale offers Google access to DoubleClick’s advertisement software and, more importantly, its relationships with Web publishers, advertisers and advertising agencies.
For months, Google has been trying to expand its foothold in online advertising into display ads, the area where DoubleClick is strongest.
The sale brings to an end weeks of a bidding battle between Microsoft and Google. Microsoft has been trying to catch Google in the online advertising business, and the loss of DoubleClick would be a a major setback.
Good news for Explorer users – now Microsoft’s anti-spyware will absolutely flag DoubleClick!
On the other hand, I wasn’t aware DoubleClick was still in business, I haven’t seen one of the ads in 6 or 7 years or so…