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The Truth About Google's DoubleClick Acquisition

Why did Google acquire DoubleClick?

By Bogdan Popa, Security and Search Engines Editor

28th of June 2007, 12:53 GMT

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Following the recent complaints made by Microsoft and other companies, Google decided to explain all the reasons for the acquisition. Basically, the other rival accused Google for

infringing the antitrust guidelines because DoubleClick was regarded as a powerful rival for the Mountain View company's advertising platform. In a huge post on Google's official blog, Alex Kinnier, Group Product Manager, said that the transaction will represent an important moment for most of the ones involved such as consumers, advertisers, publishers and agencies.

But the big winner of the acquisition is of course, Google. Because it can help the search giant improve its advertising platform, consolidate its leader position and attract a bigger number of clients. "We believe DoubleClick can help Google deliver better, more relevant display ads, which improves the online experience of consumers. From a technical perspective, Google will also be able to get web pages to load faster by reducing latency from ad servers," the Google employee said.

From a different point of view, the publishers will be able to use better products as a result of the acquisition. Smaller publishers will be redirected to DoubleClick's products "enabling them to better compete in the global marketplace."

"Advertisers and agencies will benefit, too," he said. "AdSense will support certain ad tags so advertisers will be able to use a broader selection of formats in our ad network, improving ad relevance. And the experience for advertisers will be more efficient, because there will be an ad server that provides consolidated reporting and management of display ads on all properties and networks."

Although several companies were involved in the race for buying DoubleClick, most of them, including Microsoft, Yahoo and AT&T, demanded US regulators to investigate the acquisition as it might infringe the antitrust laws. However, Google managed to buy one of the most important companies on the Internet and is now looking to use its solutions to become more powerful on the market.

TAGS:

google | doubleclick | acquisition

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