DoubleClick sold to Google - for $3.1billion!

The boards of DoubleClick and Google have approved the sale of DoubleClick to Google for US$3.1billion.

Recall that a few weeks ago the NYT had the rumour that Microsoft was talking to DoubleClick about a sale, which was shortly followed by Google also being a contender.

How much value is there in Google acquiring a firm like DoubleClick with all its relationships with publishers from a display point of view? Lots. How much extra benefit could the smarts & scale of Google bring to the newly announced DoubleClick ad exchange platform, that will see an auction/exchange of ad inventory? Lots.  How much value is there in Google acquiring DoubleClick so Microsoft (or someone like them) can’t get those same publisher relationships? Lots.

It’s up to the financial analysts, Wall Street, and the respective boards to decide whether $3.1billion big ones is fair, or otherwise.

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