Google Buys DoubleClick For $3.1 Billion
April 15th, 2007
New York-based DoubleClick helps its customers place and track online advertising. The company has been the centre of attention this month as the largest Search Engines in the world, Google, Microsoft, Yahoo! and AOL have all reportedly voiced an interest or attempted to buy the DoubleClick.
Yesterday, Google trumped its competitors by paying an exorbitant $3.1 billion (£1.6 billion) for DoubleClick, whose revenues in 2006 were just $100 million!
The move catapults Google’s already solid position in the online advertising space to now include dominance of the Internet display advertising market. More importantly, they have successfully cut off Microsoft, once again, from gaining any foothold in the online advertising market.
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6 Responses to “Google Buys DoubleClick For $3.1 Billion”
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April 16th, 2007 at 7:46 pm
[...] One can’t help but think that the passage of time and settlement has worked more in the favour of Google, for whom €13.2 million is now a mere drop in the ocean, compared to two years ago, when they couldn’t afford to go about splashing out $3.1 billion on a whim. [...]
May 3rd, 2007 at 4:47 pm
[...] Microsoft has been struggling gain a significant presence in the Internet marketing industry for the past few years, but has continually failed most attempts to out-perform Google, whose recent purchase of affiliate marketing company, DoubleClick was yet another thorn in Microsoft’s side. [...]
May 16th, 2007 at 5:30 pm
[...] Third Screen Media provide ad management and delivered via WAP, downloadable applications, SMS, MMS and mobile video. The acquisition allows AOL to make an independant entry into the mobile marketing industry. Advertising.com is a wholly-owned subsidiary of AOL, and is yet another online marketing company that is owned by a search engine. Google, of course owns DoubleClick, and MSN have been rumoured to be eyeing 24/7 Real Media. This trend of search engines owning marketing agencies in itself is a bit anti-competitive, and will sooner or later raise questions in the market. Read the full press release of AOL acquiring Third Screen Media [...]
May 30th, 2007 at 11:11 am
[...] Steve Lohr from the New York Times reported that the FTC inquiry began at the end of last week, after it was decided that the Federal Trade Commission instead of the Justice Department would conduct the review. An unnamed industry executive, who has been briefed on Google and DoubleClick’s plans reportedly informed the newspaper about the inquiry. [...]
March 17th, 2008 at 8:52 pm
[...] European antitrust legislators have cleared Google’s acquisition of DoubleClick on 11th March 2008. The online ad serving and management technology provider will now officially become part of the Google empire for the price of $3.1 billion in cash. [...]
August 7th, 2008 at 6:28 pm
[...] Google, the parent company of DoubleClick, also announced that they have reached an agreement with DoubleClick, to launch Silverlight 2 based ads. [...]