The $3.1 billion agreement was announced yesterday. The acquisition will combine DoubleClick's expertise in ad management technology for media buyers and sellers with Google's leading advertising platform and publisher monetization services.
Overall, it appears that Google believes this merger will further improve digital advertising: "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 and President, Technology.
Further support is found on the AdWords blog, "We believe our combined efforts will give you more places to target your ads and more ways to help your online campaigns perform better."
Furthermore, Susan Wojcicki, Vice President, Product Management proclaimed on the Official Google blog that "together, Google and DoubleClick will empower agencies, advertisers, and publishers to collaborate more efficiently and effectively, which will, in turn, provide a better experience for our users."
This acquisition will certainly benefit Google, as well as the DoubleClick shareholders, but only time will tell how it will affect the already skewed competitive landscape in the digital market.
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