Doubleclick acquired by Google

Wow, that’s what I call a major acquisition in advertising world: Google has bought DoubleClick for $3.1 billion (in cash). That’s 10x the yearly revenue of DoubleClick! This has just been confirmed on the Google blog.

This is immediatly the biggest acquisition of Google (almost twice as much as they paid for YouTube). What could be the reason? I quote from the Google Blog:

This new partnership represents a tremendous opportunity for us at Google to broaden and deepen our inventory of available ads and to better serve both our publishers and users. Together, Google and DoubleClick will empower agencies, advertisers, and publishers to collaborate more efficiently and effectively, which will, in turn, provide a better experience for our users.

Personally, I think the acquistion mainly comes from a strategic point of view. Google must have been really frightened that Microsoft would gain a big marketshare by buying DoubleClick (they obviously outbidded MS).

I wonder how this will influence the current adsense / adwords platform. Google will now also have access to DoubleClicks customers, will we see higher or lower CPC’s?

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