Google Buys DoubleClick

In a surprise move which should be no surprise, Google bought DoubleClick for 3.1 billion dollars according to the New York Times. Beating out a long time competitor in Microsoft, this new purchase gives them a powerful new tool in their media bag of tricks.

While it is true Google has done well in pay per click, it is not true they have done well in display advertising. In this field it is built on strong preexisting ties which Double Click has. With this one purchase Google now has access to the top rank publishers and advertisers in the market. With DoubleClicks recently announced advertising exchange which is quiet similar to Adwords from Google.

One of the most interesting aspects of this whole affair is that Google will in one package be able to cover the entire spectrum of display ads and Pay Per Click in a single interface. This combined with Google’s announcement of going to a Pay Per Lead concept will give them a definite edge.