Google is buying DoubleClick

[Larwee]

Google is buying DoubleClick for 3.1 billion dollars in cash. Microsoft had also been interested in buying Double Click but lost interest when the price rose above 2 billion dollars. Yahoo and AOL are reported to have also been interested.

It looks as if Google is determined to dominate advertising the same way it dominates search. Some are saying Google paid too much for DoubleClick, but this is something Google obviously wanted very badly.

Here are some articles with more details:

Google scoops up DoubleClick for $3.1 billion - Apr. 13, 2007

Google to buy DoubleClick for $3.1 bln

Macworld: News: Google to pay $3.1 billion for DoubleClick

[StephenR]

Google has grown too powerful. They now have an incredibly firm foothold within the online advertising realm with DoubleClicks wide aresenal of banners, videos and other creatives that generate immediate sales.

Microsoft should not have backed down from this acquisition when the price rose above 2 billion. 2B, while an incredible amount is not too steep for them.

Google is increasingly becoming another blue chip stock....

[Linda Buquet]

Whoa. I don't know why, but I'm surprised.

[AffiliateGuild]

I'm not surprised that they bought it, but more by how much they paid. Hmmm, wonder if they're looking at CJ too? Anyone heard anything?

[Linda Buquet]

Well I wonder what they'll do with Performics.
Will they use any part of it and merge the P tracking technology into
their Beta CPA network???

Inquiring minds want to know...

[Linda Buquet]

Interesting new development...

Seems Microsoft and the other Big Boys are worried that the rumors are true - Google REALLY IS trying to take over the world and it's just not fair! I'm sure we will hear lots more speculation once this news fully hits the blogosphere Monday.

Google's Rivals Fear DoubleClick Deal Concentrates Too Much Web-Ad Clout

"Microsoft Corp., AT&T Inc., Time Warner Inc. and several other large Internet and media companies are hoping to encourage antitrust regulators to closely scrutinize Google Inc.'s planned $3.1 billion purchase of Internet-ad-services firm DoubleClick Inc., said executives at the companies.

Executives at the companies said the deal would give Google a grip over the booming market for online advertising. The planned acquisition, announced Friday, will be subject to a review by either the Justice Department or Federal Trade Commission..." More...

What do you think?
Inquiring minds want to know...

[Larwee]

In case you are having trouble with Linda's link to the Wall Street Journal report in the post above, here is a similar article from Reuters about Google rivals wanting antitrust scrutiny of the Google purchase of DoubleClick Google rivals urge antitrust scrutiny of deal | Technology | Internet | Reuters

[StephenR]

LOL, this is the nature of big business. I find it hilarious Microsoft is worried about a monopoly as they currently hold a monopoly...for the moment.

After the chatter dies the deal will go through. Interesting point you made about the Google CPA/Performics integration...that just makes plain $ense.

[Larwee]

There has been some speculation that Google will get rid of Performics, but Google has said that Performics is part of DoubleClick, and they are acquiring it as part of the transaction. Google also has said they have no plans to dispose of it at this time.

Here is a link to a Google PDF that explains the DoubleClick deal in more detail http://216.239.57.110/blog_resources/DC_FAQ.pdf

[Larwee]

Many had been expecting there would be an antitrust investigation of the planned purchase of DoubleClick by Google. The Federal Trade Commission has opened an antitrust investigation.

Legal experts expect the acquisition to be approved because advertisers are free to move to other advertising firms and there is a good deal of competition in the online advertising market as shown by 4 large deals for advertising firms made after the Google bid for DoubleClick.

Here are some articles with more details:

FT.com / Mergermarket - Google-DoubleClick: FTC takes on deal; client switching could address anti-trust concerns — analysis

San Jose Mercury News - FTC begins antitrust review of proposed Google-DoubleClick deal

Google Deal Said to Bring U.S. Scrutiny - New York Times