Google To Acquire DoubleClick For $3.1 Billion

Google Buys DoubleClick for $3.1 Billion from the New York Times has news that Google has reached an agreement to buy DoubleClick for the sum of $3.1 billion. There was speculation in the past that Google and DoubleClick were in talks, so now that has been confirmed. With this purchase, Google now has access to DoubleClick’s ad management software and its base of web publishers, advertisers and ad agencies. See also the Google Blog announcement, the press release and related discussion via Techmeme.

Postscript From Danny: The purchase also means Google will gain Performics, an internet marketing firm with a large focus on search marketing. The FAQ (PDF format) about the purchase says Google has “no plans to dispose of it at this time,” which is somewhat amazing. It’s inconceivable that Google thinks it can maintain its own in-house SEM firm yet not be open to accusations of favoritism or conflict. I’d fully expect to see Performics get sold off.

Postscript by Barry: Here are more documents from the SEC. First the Official 8-K, then the Full Text of agreement and merger plan and finally the news release.

About The Author

Barry Schwartz

Barry Schwartz a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.