Google buys online marketer Doubleclick for 3.1 billion
The search engine giant Google is buying the New York online marketing company Doubleclick for 3.1 billion dollars. In the most expensive acquisition in its company history, Google beat Microsoft, Yahoo and AOL: these companies also wanted to strengthen their market position in the Internet advertising business with the purchase.
The search engine giant Google is buying the New York online marketing company Doubleclick for 3.1 billion dollars. In the most expensive acquisition in its company history, Google beat Microsoft, Yahoo and AOL: these companies also wanted to strengthen their market position in the Internet advertising business with the purchase.
The acquisition announced on Friday is by far the most expensive for Google. It exceeds last year's purchase price of 1.65 billion dollars for the video Internet site YouTube by almost double. As reported by SDA, Google is sitting on huge liquid assets of more than eleven billion dollars. With the purchase, Google is making further inroads into the market for graphic advertising on websites, which accounts for half of the entire advertising market on the Internet. Yahoo was previously the leader here.
DoubleClick places targeted ads on websites that can be clicked on by online users. The DoubleClick technology is used by leading advertisers, publishers and agencies, emphasized Google CEO Eric Schmidt. He expects the merger of the two companies to accelerate the acceptance of Google display advertising. The market for online advertising is worth almost 29 billion dollars and grew by 36 percent last year. Internet search ads account for 43 percent and display ads for around 34 percent of the global market for online advertising, according to the Bloomberg business agency.
The acquisition announced on Friday is by far the most expensive for Google. It exceeds last year's purchase price of 1.65 billion dollars for the video Internet site YouTube by almost double. As reported by SDA, Google is sitting on huge liquid assets of more than eleven billion dollars. With the purchase, Google is making further inroads into the market for graphic advertising on websites, which accounts for half of the entire advertising market on the Internet. Yahoo was previously the leader here.
DoubleClick places targeted ads on websites that can be clicked on by online users. The DoubleClick technology is used by leading advertisers, publishers and agencies, emphasized Google CEO Eric Schmidt. He expects the merger of the two companies to accelerate the acceptance of Google display advertising. The market for online advertising is worth almost 29 billion dollars and grew by 36 percent last year. Internet search ads account for 43 percent and display ads for around 34 percent of the global market for online advertising, according to the Bloomberg business agency.
