Google announces acquisition of DoubleClick for USD 3.1 billion

Search engine giant Google has announced that they are indeed acquiring the online advertising company DoubleClick. The deal is worth around $3.1 billion which is much higher than what the market analysts had estimated it to be worth.

With this Google has taken a major step to stay ahead of the competition in the form of Yahoo and Microsoft both of which are working hard on improving their own services to compete with Google’s advertising system.

Incidentally, the owners of DoubleClick had paid $335 million for the assets of DoubleClick just 21 months ago. This is a great deal for them.

Google now as a result of this deal would get access to an expanded Web display ad market. They would get some major clients and would be able to provide solutions in the form of richer graphic and online banner ads.

Forrester Research senior analyst Shar VanBoskirk had this to say about Google DoubleClick deal: “This shores up Google as the absolute leader. This rounds out their capabilities in everything in the online space. There isn’t anything they don’t have.”