Google buys DoubleClick

Post ImageIn a way it’s pretty incredible that “Google” has become synonymous with search. It really should make you think of advertising, and perhaps in 25 years, it will. Today Google ventured further down that rabbit hole, acquiring one of the web’s oldest ad companies (via Scoble):

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.

Two days in a row now, I’ve seen news break on Twitter. Last night it was the earthquake in Mexico City, and today this acquisition. This is pretty significant, don’t you think?

Anyway, I don’t think Google buying DoubleClick is earth-shattering news. It’s not much of a stretch if you consider Google to be an advertising company, as I do. What’s more interesting is that Microsoft was apparently trying to purchase DoubleClick too. Why? I can only imagine it was an attempt to harm Google.


2 thoughts on “Google buys DoubleClick

  1. Wait – did you think that Twitter breaking the news was significant, or that Google acquiring Doubleclick was significant? The latter I agree with, the former I’m not so sure of…;)

  2. I think Twitter breaking the news was significant! If the web already decreased the importance of "traditional" news outlets, Twitter only speeds up their demise.

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