Search engine optimization for small and very small businesses.

Google to Buy DoubleClick for $3.1 Billion

Two weeks of rumor and speculation that have reverberated through the interactive marketing industry were concluded Friday with the announcement that Google will buy DoubleClick for $3.1 billion.

The acquisition, the biggest in Google’s history, heralds a huge consolidation of power in the online marketing industry, combining the largest search engine with the biggest ad management firm.

Google’s share of the search market is over 60 percent, and the company has staked its future growth on building an ad network across online and offline media. One of the main factors hindering that growth has been the company’s unwillingness to work with third party ad servers. Its acquisition of DoubleClick will do away with that concern, as advertiser trafficking and reporting for campaigns on and off its AdSense network will be available via a single interface.

Microsoft, another suitor for DoubleClick is unhappy with the deal  and is leading a challenge to this acquisition.

Leave a Reply