news
Google to buy DoubleClick for US$3.1 billion
AucklandApril 16, 2007Mark Evans
The Herald reports the announcement that Google will spend NZ$4.2 billion to acquire DoubleClick. The purchase is an all-cash deal, and is expected to be finalised by year's-end.
The purchase of DoubleClick marks Google's foray into display advertising. CEO Eric Schmidt, interviewed by the Financial Times, says the market has been asking for the ability to combine search and display advertising - something the DoubleClick purchase will allow:
“The integration [of search and display advertising] is what people have been asking us for for a very long time,” he added, "making it possible to sell the two side-by-side".
Recent reports suggested that both Microsoft and Yahoo were also bidding for DoubleClick, and industry pundits speculate that other ad-serving providers might be potential acquisition targets now that the DoubleClick purchase by Google has been announced.
The DoubleClick purchase is bound to have far-reaching implications for the online advertising market. A number of Google-competitors are existing DoubleClick customers, and will potentially be looking for alternatives. There has also been protest from a number of sources about the potential privacy issues raised by a combined Google/Doubleclick.
Posted on Apr 15, 2007 - 02:53 PM
The Herald reports the announcement that Google will spend NZ$4.2 billion to acquire DoubleClick. The purchase is an all-cash deal, and is expected to be finalised by year's-end.
The purchase of DoubleClick marks Google's foray into display advertising. CEO Eric Schmidt, interviewed by the Financial Times, says the market has been asking for the ability to combine search and display advertising - something the DoubleClick purchase will allow:
“The integration [of search and display advertising] is what people have been asking us for for a very long time,” he added, "making it possible to sell the two side-by-side".
Recent reports suggested that both Microsoft and Yahoo were also bidding for DoubleClick, and industry pundits speculate that other ad-serving providers might be potential acquisition targets now that the DoubleClick purchase by Google has been announced.
The DoubleClick purchase is bound to have far-reaching implications for the online advertising market. A number of Google-competitors are existing DoubleClick customers, and will potentially be looking for alternatives. There has also been protest from a number of sources about the potential privacy issues raised by a combined Google/Doubleclick.
