In 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.
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.