DoubleClick is a huge online advertising company, and naturally when they announced that they would be putting themselves up for sale, many large companies pounced on the opportunity. Many believe that Microsoft would be the ones to buy it with a rumored 1.2 billion dollar deal for the company last that I heard. Microsoft is in a constant battle with Google for online advertising and DoubleClick would have given Microsoft a big edge in the battle. But, I guess Google realized Microsoft’s stragedy and made a $3.1 billion all-cash deal for DoubleClick. Now Microsoft is faced with making their own advertising company or buying another(probably smaller) company to help their fight against Google. But, 3.1 billion dollars for Google. This deal even overshadows Google’s massive deal with YouTube, which was sold for 1.6 billion dollars. Now Google has access to some of DoubleClick’s customers like MTV and Sports Illustrated and DoubleClick will also hopefully bring in revenue for Google and so continues Google’s domination of basically the web.

-Ali Shah
VIA[Ars Technica]