Whitehatmedia News

16/04/2007  |  Google buys DoubleClick

Google has recently bought the web advertising network company DoubleClick for roughly £1.6 bn.The sale offers Google access to DoubleClick ’s advertisement software and, more importantly, its relationships with Web publishers, advertisers and advertising agencies. Acquiring DoubleClick expands Google ’s business far beyond algorithm-driven ad auctions into a relationship-based business with Web publishers and advertisers. Google has been expanding its AdSense network into video and display ads online and is selling ads to a limited degree on television, newspapers and radio.But now with DoubleClick, Google vastly expands its Web display advertising business, which includes richer graphic and online banner ads for corporate brands, and represents half of all online marketing. Until now, display advertising has been dominated by rival Yahoo.