14 DAY TRIAL // Although Google was regarded as the king of the online advertising market, it seems like the search giant wants even more and purchased DoubleClick, a company able to provide more power to online publishers and advertisers. As you know, AdSense and AdWords are two of the Google flagship products that made the search giant the most powerful firm in the online advertising battle. AdSense allows users to earn money by placing adverts on their websites while AdWords helps companies advertise on the Internet using the Google SERP or the ads distributed via AdSense. Now, DoubleClick works with two major solutions: for advertisers, allowing them to measure their online campaigns, and for publishers, helping them manage the adverts distributed on the Internet.
According to a press release published by the company, Google paid $3.1 billion in cash for the San Francisco based firm that will help the search giant conquer the online advertising market. Although the rumors about the acquisition were spreading a long time ago, Google refused to comment them and keep it private, planning to release a powerful offensive able to attract the majority of online advertisers and publishers. Sergey Bring, the well-known Google founder, sustained the acquisition will help their company improve the existing solution but will also contribute to the new services scheduled for the future.
"It has been our vision to make Internet advertising better - less intrusive, more effective, and more useful. Together with DoubleClick, Google will make the Internet more efficient for end users, advertisers, and publishers," said Sergey Brin, Google's Co-Founder and President, Technology, according to a press release published by Google. "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," Eric Schmidt, Chief Executive Officer of Google, added.