Google buys DoubleClick for $ 3.1 billion in cash
Google bypassed Microsoft in pursuit of the largest advertising network DoubleClick. According to the New York Times , an agreement was reached today to buy DoubleClick for $ 3.1 billion in cash. This is almost twice the price that the company gave for the previous, largest purchase in its history - YouTube video hosting ($ 1.65 billion).
With this acquisition, Google not only gains access to DoubleClick software, but more importantly, links to partner sites, advertisers, and advertising agencies. And the most important thing, according to analysts, is that DoubleClick won't get Microsoft: "Keeping Microsoft away from DoubleClick is worth billions of dollars in itself."
“From the very beginning, our goal was to make advertising on the Internet better - less annoying, more effective and useful. Together with DoubleClick, Google will make the Internet more efficient for end users, advertisers and publishers, ”said Sergey Brin, one of the founders of Google.
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Recall that DoubleClick was founded in 1996, and has among its partners the largest sites such as MySpace, The Wall Street Journal and America Online. The company was one of the pioneers of online advertising, and became one of the few companies that survived the collapse of the dot-com 2000-2001. In 2005, it was bought by two direct investment funds for 1.1 billion dollars. Last year, the company earned about $ 300 million from advertisements shown on partner sites. And recently it became known about her plans to create an online advertising exchange , which may also have influenced the high price given by Google.
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With this acquisition, Google not only gains access to DoubleClick software, but more importantly, links to partner sites, advertisers, and advertising agencies. And the most important thing, according to analysts, is that DoubleClick won't get Microsoft: "Keeping Microsoft away from DoubleClick is worth billions of dollars in itself."
“From the very beginning, our goal was to make advertising on the Internet better - less annoying, more effective and useful. Together with DoubleClick, Google will make the Internet more efficient for end users, advertisers and publishers, ”said Sergey Brin, one of the founders of Google.
')
Recall that DoubleClick was founded in 1996, and has among its partners the largest sites such as MySpace, The Wall Street Journal and America Online. The company was one of the pioneers of online advertising, and became one of the few companies that survived the collapse of the dot-com 2000-2001. In 2005, it was bought by two direct investment funds for 1.1 billion dollars. Last year, the company earned about $ 300 million from advertisements shown on partner sites. And recently it became known about her plans to create an online advertising exchange , which may also have influenced the high price given by Google.
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Source: https://habr.com/ru/post/6801/
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