---
title: "Google to Acquire DoubleClick For $3.1 Billion In Cash"
date: 2007-04-13
author: "Richard MacManus"
categories:
  - name: "ReadWriteWeb"
    url: "/category/readwriteweb.md"
tags:
  - name: "2007"
    url: "/tag/2007.md"
---

# Google to Acquire DoubleClick For $3.1 Billion In Cash

![](https://web.archive.org/web/20110821025639im_/http://rww.readwriteweb.netdna-cdn.com/images/DoubleClick_logo.gif)In a move [predicted by R/WW’s Sean Ammirati](https://web.archive.org/web/20110821025639/http://www.readwriteweb.com/archives/doubleclick_advertising_exchange.php) and The New York Times a week or so ago, one of the big Internet companies has acquired online advertising system DoubleClick. And the buyer is none other than Web 2.0’s big spender, Google! According to [the press release just out](https://web.archive.org/web/20110821025639/http://biz.yahoo.com/bw/070413/20070413005593.html?.v=1):

> “The acquisition will combine DoubleClick’s expertise in ad management technology for media buyers and sellers with Google’s leading advertising platform and publisher monetization services.
> 
> The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers…”

This is a huge deal – because for DoubleClick, Google is paying nearly twice the amount it paid for YouTube late last year ($1.65B in that case).

The deal appears to have been hastened by DoubleClick’s announcement earlier this month that it plans to launch an exchange for online advertisements. Sean [analyzed this development](https://web.archive.org/web/20110821025639/http://www.readwriteweb.com/archives/doubleclick_advertising_exchange.php) on 4 April, noting that it may lead to more profitable monetization of online ads. As if Google isn’t profitable enough already in that department! One thing’s for sure, this is a blow to Microsoft – whose AdCenter product was designed as a direct competitor to Google’s Adsense/AdWords. But now Google has – yet again – trumped the competition (Microsoft *and* Yahoo) by taking its online advertising technology into new territory.

*Originally published on ReadWriteWeb ([archived copy](https://web.archive.org/web/20020204040018/http://www.readwriteweb.com/archives/google_to_acquire_doubleclick.php))*