Google Acquired DoubleClick

Google has purchased DoubleClick at US$3.1 billion to acquire DoublickClick's network of advertisers and web publishers.

You all know Google is good at Text Ad but not display / rich media - video / graphical advertising. This is a very good strategic and synergistic move for Google to expand their product service offerings.

The internet world changes so fast. DoubleClick, owned by private equity firm Hellman & Friedman and JMI Equity and management. Last year DoubleClick sell out it's newsletter engine to Epsilon and quickly acquired by Google this year. It so obvious the core assets of DoubleClick is not newsletter broadcast tool where you can pick up any competitors product around, it is their advertiser networks and products that counts.

"By working together, we're going to be able to offer a variety of tools for advertisers to do better Internet targeting," said Susan Wojcicki, a vice president of product management with Google, speaking on a conference call with reporters. "Advertisers will be able to spend more and be able to make rational decisions about how they are spending their ad dollars."

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See Google Official Press Release