Google Buys DoubleClick for $3.1 Billion

Google is reached a deal to buy DoubleClick Inc. for $3.1 billion.  This is almost double the price that Google would pay for YouTube. 

DoubleClick is a digital advertising company that would make a great add-on to AdSense.  Microsoft and News Corp. are other potential buyers.

DoubleClick was founded in 1996 and displays advertisements on AOL, MySpace, WSJ, etc.  “Keeping Microsoft away from DoubleClick is worth billions to Google,” stated Jordan Rohan, an RBC Capital analyst.

[Previous DoubleClick coverage]

[Information Source: NY Times]

[Update: see official Google blog announcement]

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