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Friday, April 13, 2007

Google Acquires DoubleClick

Google announced their acquisition of DoubleClick... for $3.1 billion. Wikipedia explains, “DoubleClick offers technology products and services which are sold primarily to advertising agencies and media companies to allow clients to traffic, target, deliver, and report on their interactive advertising campaigns.” Google’s press release states (my emphasis):

The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers:

* For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.
* For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.
* For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place.

Right about now (scheduled time: Friday, April 13, 2007 2:45 PM PT), an investor relations conference call with this announcement is running.

Update: The conference call has ended now. Google doesn’t reveal many details until the integration is further processed throughout the year. Sergey Brin emphasized that user privacy will be handled as top priority among all the different integration challenges. Wonder what kind of potential privacy issues he had in mind? After all, DoubleClick is tracking a whole lot of web traffic with their cookies. Combine that with what Google can already track through all the sites running AdSense, and you got an even greater percentage of the web covered...

Update 2: Also see the past coverage of DoubleClick.

[Thanks ResourceShelf!]


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