Google acquires Doubleclick at billions

Posted by multippt

Google has recently announced that it would acquire the ad publishing company, DoubleClick at US$3.1 billion in cash (compared to YouTube, that is acquired at US$1.5 billion).

This high price could be due to competition from Microsoft, particularly because Microsoft is also interested in DoubleClick, even participating in a bidding war with Google for the company.

If Google acquires DoubleClick, it would gain access to it’s advertising software, network, and customers (and thus putting a mark in the advertising industry). DoubleClick’s revenues are at US$300 million a year.