Google Buys DoubleClick for $3.1 Billion

NYTimes reports

Google reached an agreement today to acquire DoubleClick, the online advertising company, from two private equity firms for $3.1 billion in cash, the companies announced, an amount that was almost double the $1.65 billion in stock that Google paid for YouTube late last year.

The sale offers Google access to DoubleClick’s advertisement software and, more importantly, its relationships with Web publishers, advertisers and advertising agencies.

A great move by Google. Microsoft looses another bidding war. This is another blow for Microsoft. Google is now creating a monopoly in Online Advertising by buying out its competitor.