EightBlack.

This just hot off the press.

Google today announced that it would buy DoubleClick for $3.1 billion in cash. That’s a billion more than what industry pundits were talking about a week or so ago.

Hellman & Friedman along with JMI Equity, the private equity players behind DoubleClick are the big winners in this deal. Microsoft and Yahoo! probably bowed out after the numbers went north of $2 billion.

From the WSJ:

The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers:
• For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.

• For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.

• For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.

“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,” said Sergey Brin, Google’s Co-Founder & President, Technology.

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This entry was posted on Saturday, April 14th, 2007 at 9:26 am and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.