Google acquire DoubleClick

Google has announced a definitive agreement to acquire DoubleClick Inc., for $3.1 billion in cash from San Francisco-based private equity firm Hellman & Friedman along with JMI Equity and management. Many companies were vying for control of DoubleClick such as Microsoft.

Google has identified a number of advantages such as:

?¢‚Ǩ¬¢ For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.
?¢‚Ǩ¬¢ For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.
?¢‚Ǩ¬¢ For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.

The deal means that most advertisement you see on the web will be from Google and has hampered Microsoft?¢‚Ǩ‚Ñ¢s attempts of entering the market.

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