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.

Related Topics: Channel: Display | Google: Acquisitions | Google: Business Issues | Google: DoubleClick

About The Author: Danny Sullivan is a Founding Editor 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 serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan. See more articles by Danny Sullivan

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