Google has acquired Doubleclick, an ad-serving company, for £3.1 billion, more than the £1.76 billion it paid for YouTube last year.
Google says that the acquisition will “combine DoubleClick’s expertise in ad management technology for media buyers and sellers with Google’s leading advertising platform and publisher monetisation services”.
Sergey Brin, Google’s co-founder and president, Technology, said: “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.”
Eric Schmidt, chief executive officer of Google, said: “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.”
Recent figures from the IAB showed that Google accounted for 43% of the £2 billion spent by marketers on online advertising last year (see Google Increases Grip On UK Online Adspend).
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