Google to Acquire DoubleClick for $3.1 Billion

Google has announced that it will acquire DoubleClick, a digital marketing technology and services company, for $3.1 billion in cash from San Francisco-based private equity firm Hellman & Friedman along with JMI Equity and management.

The combination of Google and DoubleClick will offer tools for targeting, serving and analyzing online ads of all types, benefiting customers and consumers. For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see. For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently. For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.

“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.

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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 Eric Schmidt, Chief Executive Officer of Google.

“Google is the absolute perfect partner for us,” said David Rosenblatt, Chief Executive Officer of DoubleClick. “Combining DoubleClick’s cutting edge digital solutions for both media buyers and sellers with Google’s scale and innovative resources will bring tremendous value to both our employees and clients.”