Google to Buy DoubleClick for $3.1 billion

Google appears to have won the bidding battle over Microsoft and others for DoubleClick. Don’t be surprised if Google’s stock price instantly rises accordingly so that their market cap makes the most expensive acquisition in the company’s history “free.” The same thing happened after they acquired YouTube, but DoubleClick could potentially do far more for their bottom-line than YouTube.

ClickZ Article

Ironically, Microsoft (and several other large media companies) are hoping anti-trust officials will closely scrutinize the proposed acquisition.

New York Times Article

Assuming the merger does go through, expect to see other Internet giants like Microsoft and Yahoo begin purchasing the other largest ad hosting/distribution networks, most notably aQuantive’s Atlas and ValueClick’s Mediaplex.

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