Google purchased DoubleClick today for almost twice as much as they paid for YouTube.
With the announcement, a post on the Official Google Blog was generated:
At Google, we are constantly looking for new, innovative ways to make the information you want more accessible and more relevant—and to deliver it as fast as possible. Since Google’s inception, it has always been our intention to present users with highly targeted, useful advertisements when appropriate—ads that unobtrusively complement users experience. We have always believed in, and tirelessly pursued, the idea that serving relevant, unobtrusive ads would best serve our advertisers in the long term.
My only concern, speaking as an advertiser, is the concept of relevancy. I have not considered DoubleClick as a relevant means to advertise, however, with it being a Google property, I am sure that it will change.
DoubleClick is the only notable online advertising survivor from the dot com bust, but that doesn’t mean that they offer something important, only that they had the vision to prepare to stick it out. I am sure that this new acquisition will prove to reinforce Google’s already prominent position in the online advertising medium.
For more information from Google on the transition, see their FAQ. You can hear the announcement in a recorded conference call for investors in Media Player or Real Player.
The AdWords blog had a little more to say:
Today, we announced that we are acquiring DoubleClick, a company that has been working with buyers and sellers of Internet ads to help them plan, serve and measure their Internet campaigns since 1996. DoubleClick has two flagship products: DoubleClick for Advertisers is the platform that ad agencies use to traffic, serve and measure their online display campaigns; and DoubleClick for Publishers is the platform that publishers on the Internet use to manage their ad inventory.
We believe our combined efforts will give you more places to target your ads and more ways to help your online campaigns perform better. In the coming weeks, we’ll continue to update you with more information about this acquisition here on the Inside AdWords blog.
As an advertiser with Google, I look forward to new opportunities that may present themselves with this acquisition.
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