Google acquired DoubleClick for US$3.1b in cash
Business April 14th, 2007Saturday morning and news of a big acquisition in the Digital Media space. Google has paid almost 2x what it paid for YouTube to buy advertising platform and services provider DoubleClick. Works out to something like 10x earnings.
In five years time, I believe we’ll look back at this acquisition as one of the most important acquisitions in advertising (in any medium, not just online) and as an inflection point.
I won’t analyse the deal in any more detail than that and will leave it to more sage analysts:
- Michael Arrington @ TechCrunch: Breaking: Google Spends $3.1 Billion To Acquire DoubleClick
- Steve Rubel @ MicroPersuasion: Google and Doubleclick: All Your Ads Belong to Us
- NY Times: Google Buys DoubleClick for $3.1 Billion
- Charlene Li @ Forrester: Google “closes the loop” with Doubleclick acquisition
- Yahoo: Google to Acquire DoubleClick (Press Release)
- And finally, in their own words: Susan Wojcicki @ Official Google Blog: The next step in Google advertising
This acquisition was apparently foretold by Sean Ammirati on 4th April at Read/Write Web: DoubleClick Advertising Exchange - Could Lead To Google / Yahoo / Microsoft Showdown.
