In case you've been under a rock and missed it Google has purchased ad firm DoubleClick in it's largest to-date acquisition for 3.1 billion dollars. According to Google CEO, Eric Schmidt the deal means that "Users will benefit from more targeted ads." According to reports, Google succeeded in landing the ad company as a result of a heated bidding war between Google, Microsoft, Yahoo and AOL. When asked, a Microsoft spokesperson said the company had no comment on those reports.
CNET news.com reports that when "asked whether Google would make information from search results available to display advertisers for targeting purposes using DoubleClick's system, Google co-founder Sergey Brin said it was unlikely. "Overall, we care very much about end-user privacy and that's really going to take the No. 1 priority when we contemplate new products," he said."
This is really a double win for Google. Not only do they acquire the highly sought after Double Click ad firm, but they also prevent Microsoft and Yahoo from the possible acquisition. From a business point of view, it is a brilliant move by Google as once the deal goes through, Google may account for close to 80 percent of the ads served up on the Internet. The also rans on the bidding war are so concerned that they are asking regulators to take a closer look at Google's proposed purchase of DoubleClick.
DoubleClick enables agencies, marketers and publishers to work together successfully and profit from their digital marketing investments.
Google's Eric Schmidt has served as Google's Chief Executive Officer since July 2001.
Google continues to bolster its roster on avenues for delivering online advertising.Labels: google, google acquisition of DoubleClick |
