Google buys DoubleClick for $3.1 billion

Google just bought Double Click for $3.1 billion, news which wasn’t received too well by the stock market – shares are trading down a buck-and-change a share. The all-cash deal is almost twice what Google paid for YouTube, the New York Times reports. The amount Google spent is shade under Google’s revenues in the fourth quarter of 2006 ($3.21 billion) and what the company earned in entire 2006. At the end of 2006, Google had $11.2 billion in cash.

“Google really wants to get into the display advertising business in a big way, and they don’t have the relationships they need to make it happen,” said Dave Morgan, the chairman of Tacoda, an online advertising network. “But DoubleClick does. It gives them immediate access to those relationships.”

One thing is becoming clear – Google wants to dominate the online advertising business, and will pay anything to keep rivals like Microsoft on a weak footing. It was rumored that Microsoft was considering a bid for DoubleClick for around $2 billion.

Also: What is the future of Ad Exchanges?

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