Google: It’s Official, We Own DoubleClick

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 […]

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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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About the author

Danny Sullivan
Contributor
Danny Sullivan was a journalist and analyst who covered the digital and search marketing space from 1996 through 2017. He was also a cofounder of Third Door Media, which publishes Search Engine Land and MarTech, and produces the SMX: Search Marketing Expo and MarTech events. He retired from journalism and Third Door Media in June 2017. You can learn more about him on his personal site & blog He can also be found on Facebook and Twitter.

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