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.