|
|
Article: Sorry Yahoo, MSN. Google just got bigger; $3.1B DoubleClick acquisition gives search giant another ad market.(News)(Google Inc. acquires DoubleClick Inc.)
- Article from:
- Advertising Age
- Article date:
- April 16, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: ABBEY KLAASSEN
aklaassen@adage.com
How badly does Google want brand advertisers? About $3 billion badly.
Its acquisition late last week of DoubleClick, the biggest ad-serving player on the web, gives Google something it couldn't build on its own: a significant presence in the online display-advertising market. The price, 10 times DoubleClick's revenue, staggered even Silicon Valley vets. It dwarfs estimates that DoubleClick had been on the market for $2 billion, but it was a small price for Google to pay to keep Microsoft (which was also said to be interested in the company) or any other rival from getting it.
Forrester Senior ...