Google: It’s Official, We Own DoubleClick

Mar 11, 2008 at 4:06pm ET by Danny Sullivan

With the EU’s blessing, Google has finally acquired DoubleClick after nearly a year in trying. Google has blogged that the acquisition has been completed, with CEO Eric Schmidt saying:

Integration work can now begin, with detailed plans to come
There may be a "reduction in headcount" as Google matches DoubleClick employees to the existing Google business structure, a task expected to conclude by early April
Google now feels it can offer better display ad options to customers asking for this
Google feels that the combination will mean more relevant display ads that load faster for web surfers

Reaction to the acquisition can be found via Techmeme.

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Danny Sullivan is editor-in-chief of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also oversees Search Engine Land’s SMX: Search Marketing Expo conference series. He maintains a personal blog called Daggle, can be found on Facebook, Google Buzz and microblogs on Twitter as @dannysullivan.

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