Google Acquires Doubleclick for $3.1 B

Good! Just as I was complaining about Google’s absense of CPM-based display advertising options, they have picked up Doubleclick.

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“DoubleClick’s technology is widely adopted by leading advertisers, publishers and agencies, and the combination of the two companies will accelerate the adoption of Google’s innovative advances in display advertising,” said Google CEO Eric Schmidt in a statement.

Google’s deal for DoubleClick is both a blow to Yahoo and Microsoft, which also was said to be interested in buying DoubleClick. Microsoft (Charts) owns MSN, the third largest search firm, and has struggled to catch up with Google and Yahoo in the online advertising business.

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Here’s my article: Giving Up on Adsense, which outlines the problem that not having CPM-based display advertising created, and an earlier analysis of how Yahoo could have killed Google AdSense based on their display advertising capability.

The acquisition of Doubleclick now puts Google in a much stronger position.