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Google Buys DoubleClick: 3.1 Billion

Wow - Google has snapped up DoubleClick from under Microsoft for 3.1 billion, reports the New York Times. Implications:

1. More Inventory for Google on MySpace, and elsewhere
2. Established relationships with advertisers, site publishers, and ad agencies that do big media buys
3. Various software components, from ad-serving, to an ad-unit “exchange”
4. Keeping DoubleClick out of Microsoft’s hands: Priceless

NYT wonders how Google will avoid channel conflict/conflict of interest with its other advertising channels. I’m very curious as to how this will fit into Google’s product shelf - perhaps doubleclick will be positioned as a “pro” product vs. regular adsense?

Interesting also that Friday afternoon was chosen to announce this. Talk about hype killer. Does Google’s relatively flat stock of late incorporate the probability of this news or is it going to jump?

[from SearchEngineLand]

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