Google announced it will acquire online advertising firm DoubleClick for $3.1 billion in cash. Earlier this month there were rumours that besides Google, Microsoft, AOL and Yahoo were also interested in this company.
However, $3.1 billion is a lot more than the estimated $2 billion value that analysts predicted.
The acquisition will combine DoubleClick's expertise in ad management technology for media buyers and sellers with Google's leading advertising platform and publisher monetization services.
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. They will be able to optimize their ad spending across different online media using a common set of metrics.