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Google to Acquire Doubleclick

What was inevitable has just taken place. Google has acquired Doubleclick, Inc. for $3.1 Billion in cash.

Hey with the $11 Billion in cash that they have, they had to something with it right.

Ok, so what does this mean? That means Google gets to basically rule the internet advertising arena with the power that Doubleclick's targeting, serving and analyzing of online ads has to offer.

"DoubleClick's technology is widely adopted by leading advertisers, publishers and agencies, and the combination of the two companies will accelerate the adoption of Google's innovative advances in display advertising," said Eric Schmidt, Chief Executive Officer of Google.

Plus I guess they can finally figure out a proper way of monetizing YouTube and its millions of videos from its equal number of users. For a publisher, like myself, this makes it open to more advertisers which in turn provides better targeted ads and increased earnings.

The deal is expected to close by the end of the year. I wonder who they will buy next?

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• Dated: April 13, 2007