google buys doubleclick

Doubleclick was sold for $3.1 billion late last week. It seems like a great strategic decision for Google to sew up their display advertising capabilities in one fell swoop. And, knowing what data junkies they are they are going to have a field day with all the data that Doubleclick has. I have been monitoring the sale with some interest, from AOL first sniffing around, to a full bore clash of the titans with MSN, AOL and Google getting involved.

But Google managed to outbid MSN, and the price rose to $3.1 billion (I heard they were looking for $2billion last week). It’s another great acquisition for Google and gives them a good hold on the banner market (and maybe as Fred says the banner is back)

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