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Google makes DoubleClick deal official

updated 03:50 pm EDT, Tue March 11, 2008

Google/DoubleClick formal

As a result of having received approval from the European Commission, Google is now formally announcing the completion of its acquisition of DoubleClick. The deal, worth $3.1 billion, will make the combined company the largest web advertiser in the world, beating even the combination of Microsoft and aQuantive. Google says it is now beginning to establish practical plans for the absorption of DoubleClick, which should be fully executed "by early April."

This may come with a human toll however, as Google has already stated that it will compare the staffing of both companies and shuffle some people around while possibly firing others. Any cuts would most likely be centered in the US, with only a relative few occurring in other countries.

Google says that the main advantage of having DoubleClick will be the addition of display ads, something long absent from Google's initiatives. Google's current advertising is done through its AdWords/AdSense system, which places text ads on sites based on contextual keywords or search results.

by MacNN Staff



  1. danviento

    Joined: Dec 1969



    One of the main reasons I, personally, like google, besides the usefulness of its search, is the ease of ignoring ads that I don't care about on their search pages. Pictoral ads would be bad enough, but if they add moving ads, it'd be even worse.

    This is a great move for stockholders, not so great for users.

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