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Google bought Doubleclick for $3.1 bn

Posted on 15.04.2007 at 00:53 in Tech News by Martin

Wow. If you thought that recent Google’s acquisition of YouTube worth $1.65 billion was the biggest thing you can see on the internet for ages, you were terribly wrong. Google just confirmed its extrapower while they announced the purchase of Doubleclick, most likely the world’s biggest online ad provider. If you still don’t know what’s all of this about, just check some big and famous websites in your bookmakrs. You can be sure there will be some graphic banners from Doubleclick over there. The juggernaut of Web search-based advertising beat out suitors Microsoft Corp and Yahoo in the final stages, sources familiar with the negotiations said. Time Warner Inc’s AOL online unit had earlier considered a bid. The agreed price represents a huge payday for San Francisco private equity firm Hellman & Friedman, DoubleClick’s majority owner, which 21 months ago paid $335 million for the assets acquired by Google, a source familiar with the deals said.

The purchase propels Google deeper into the Web display ad market, which includes richer graphic and online banner ads for corporate brands, and represents half of all online marketing. Until now, this business has been dominated by rival Yahoo. This shores up Google as the absolute leader,” said Forrester Research senior analyst Shar VanBoskirk. “This rounds out their capabilities in everything in the online space. There isn’t anything they don’t have.” New York-based DoubleClick would also fortify Google with ad-targeting and analysis capabilities as the company expands into print, radio, video, mobile and television ad markets. “The DoubleClick platform touches so many of the existing Google customers,” Google Chief Executive Eric Schmidt said on a conference call. “It accelerates our entry into some of these markets by several years.” The all-cash deal, coming just six months after Google paid $1.65 billion for video-sharing site YouTube, is due to close by year-end, once it has the necessary regulatory approvals.

* Comments(19)

Comments (19)

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  1. gav616
    April 15th, 2007 | 00:55

    google.com, google.co.uk, will also be added to my ‘hosts’ file
    booooooo0000000m!

  2. Sappe
    April 15th, 2007 | 00:55

    ok, time to stop using google and youtube.

  3. Mr. X staff member
    April 15th, 2007 | 01:02

    wow, thats hella lots. Is AdBrite next ??

  4. justin
    April 15th, 2007 | 01:06

    mr.x im from vancouver area too :)

    do u have msn or somethin like that

  5. free wii
    April 15th, 2007 | 01:22

    Google has like 11 billion in cash assets alone. By buying DC, they’re now the biggest advertising broker online.

  6. nebula
    April 15th, 2007 | 01:35

    The firm that sold them Doubleclick had bought it only 1,1Bn 2 years ago. Now, that’s what I call a sweet deal !!!

  7. Mark
    April 15th, 2007 | 01:42

    yeah but this company actually makes money unlike youtube.

  8. xXx
    April 15th, 2007 | 02:03

    and all that, just because 99% of the internet users are apparently too dumb to use adblock & co :P :)

  9. juju
    April 15th, 2007 | 02:22

    dumb deal, with a popup blocker and adaware doubleclick is deservedly dead. someone should sue their ass for trespassing on people’s computers without consent.

  10. u235
    April 15th, 2007 | 08:09

    i’ve read that the founders (and still owners) of google
    are quit philantrophic in their behaviour… i mean nearly
    everything @ google is for free. nice service.
    but this won’t last forever…and if google is expanding
    this fast …someday someone (probably the founders themselves) realizes what power googleEmpire is – and that day is payday – for all of us.

  11. Nick
    April 15th, 2007 | 08:45

    “just check some big and famous websites in your bookmakrs.”
    Or the address you’re ad-blocking.

  12. leander
    April 15th, 2007 | 08:59

    The estimated value of http://www.google.com is: $1,973,800,000
    OMG!

  13. GT
    April 15th, 2007 | 09:03

    “msotl ikely the world’s biggest online ad provider”.

  14. Martin staff member
    April 15th, 2007 | 09:50

    thanks GT it was late night when I wrote this post :)

  15. alen
    April 15th, 2007 | 10:01

    Belive me people, there is nothing in the world, at least not a website, thats worth those kind of money. If google had anounced that thay bought iraq for 6 bilion dollar i would belive it becouse its acctualy there. A website, for those kind of money, the world is just getting sicker and sicker

  16. Orange
    April 15th, 2007 | 13:00

    Any DoubleClick ads are blocked by my Ad-Blocking software. I mostly rely on Adblock Plus and Firefox.

    I may soon have to do the same with Google, that should be fun.
    Well, those annoying (unobtrusive my ass) google sidebar ads are already blocked. As for that sinkhole of boredom that is YouTube, shove it back up your corporate ass.

    Advertising is evil, it produces nothing and is rarely above a level of irritating. Not a conspiracy theory in sight, I just hate being preached at. Ad-free internet, now there´s a dream…

  17. bob
    April 15th, 2007 | 13:59

    @sappe: “ok, time to stop using google and youtube.”

    Why?

  18. simpsons225
    April 15th, 2007 | 20:50

    Google will soon take over our entire planet… Eh well if not the internet :)

  19. KDR
    April 18th, 2007 | 03:42

    Google has changed the whole internet experience…
    they simply are awesome.

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