Google buys DoubleClick for $3.1 billion

As reported by TechCrunch, Google has bought the internet ad serving provider DoubleClick for 3.1 billion dollars. DoubleClick’s yearly revenues are at $300 million, which means that Google is spending quite a bit more money than the company is worth, which is probably result of a supposed bidding war with Microsoft.

One important aspect of this story is Google’s huge cash reserves and its ability to outbid Microsoft, which goes in favor of the theory that Google is the new boss in town. Also worth noting is the amount of money Google is ready to spend on advertising companies; remember that one of their last acquisitions was AdScape, a company that provides in-game advertising. Nominally, Google may be a search provider, but it seems to me that they’re primarily in the business of advertising.

157 Responses to “Google buys DoubleClick for $3.1 billion”

  1. Did Something Happen with Google and DoubleClick? | Andy Wibbels Says:

    […] . Also worth noting is the amount of money Google is ready to spend on advertising companies; remember that one of their last acquisitions was AdScape, a company that provides in-game advertising. Nominally, Google may be a search provider, but it seems to me that they’re primarily in the business of advertising. […]

  2. Google acquires DoubleClick for $3.1 billion : 10 comments written about it. at franck perrier Says:

    […] What’s written about it : 1. High valuation : x10 - revenues are $300 million 2. The 2 private equity firms which took DoubleClick private for $1.1 billion in 2005 did make a lot of money. 3. Microsoft did not get it and it’s worth a lot of money to Google 4. It’s twice the size of the YouTube acquisition : $1.65 billion 5. Google is buying DoubleClick’s business relationships to grap a bigger pie of the ad market. 6. Bill writes: “The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types”. 7. Online publishers have concerns about a monopoly. 8. It seems Google is as much in the advertising business than in the search industry. 9. We now know what’s up with DoubleClick’s Google AdWords-like ads. […]

  3. Microsoft and Yahoo consider merging again - franticindustries. Says:

    […] Oh well, if you can’t do it yourself, buy it or join them. Merging with Yahoo! (or buying it) is a logical course of action for Microsoft who has shown to be largely unable to confront Google on its home turf - the Internet. Coupled with Google’s recent acquisition of the advertising company DoubleClick, Microsoft sorely needs a big online ad marketplace. […]

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