Home Investment Google Buys DoubleClick for $3.1 Billion

Google Buys DoubleClick for $3.1 Billion

SHARE:

Google Buys DoubleClickGoogle has bought DoubleClick for a breathtaking $3.1 billion in a transaction that is expected to find regulatory approval after a hard slog.

With DoubleClick’s huge display ad serving business, it made sense for mighty Google to swing for the fences in that Google’s display business is almost non-existent. The DART ad serving system will be a jewel for Google that is to be envied by other players such as Yahoo! and Microsoft.

In addition, DoubleClick’s new advertising exchange business will likely provide a platform upon which Google can leverage its existing AdSense/AdWords network and move toward the next generation of online advertising. It is believed that the acquisition price bloomed as the advertising exchange became seen as a “must-have” at Google.

Some agree with Google’s blog post about the acquisition that DoubleClick gives Google important agency relationships. This appears true – though Google’s still going to have a lot of hands to hold once this transaction is complete.

DART is used by just about every agency – the same agencies that control the majority of big ad dollars, especially brand dollars – and could be the keys to the online advertising kingdom.

Whether brand dollars are ready to come the online advertising exchange platform, we shall see.

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.