Google has beaten Microsoft and other top players such as AOL and Yahoo! to the post in the race for DoubleClick, the biggest online advertising agency in the world, paying around 230 million euros for the company.
World’s No. 1 search engine
Google, currently the most popular search engine in the world, is the leader in pay-for-click advertising. Whereas DoubleClick, the company it has just bought, specialises in working with advertisers to design online campaigns, booking ad space and controlling consumer feedback. The operation consolidates Google’s unassailable position in the online advertising market.
YouTube
Google’s new acquisition comes six months after purchasing YouTube for 1,650 million dollars. At the time, analysts judged that Google had paid too much for a company with copyright problems that had never generated profits. However, DoubleClick is a healthy company generating yearly revenues of 230 million dollars.
