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Google Buys DoubleClick

Posted on 4.15.2007
Google agreed Friday to purchase online advertising firm DoubleClick for 3.1 billion dollars. According to Susan Wojcicki, Vice President, Product Management at Google "This new partnership represents a tremendous opportunity for us at Google to broaden and deepen our inventory of available ads and to better serve both our publishers and users. 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."

The real story here as I see it is that Google will not gets an unprecedented and immediate level of access to all sorts of display advertisers (banners for instance), an area previously dominated online by Yahoo.
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