Meet the new boss.

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It would seem that Google has been busy again.  This time they are taking out more of their "ad space" competition.  I wouldn't really think that G will use the DoubleClick technology, this is probably an acquisition more geared toward pillaging their existing customer base.

The question remains though, how many of those loyal DC customers will jump ship for another company.  Evidently they weren't impressed with

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Google, or they would have probably gone with the less obtrusive, more site-friendly Adsense.

Should be an interesting developing story though.

From Techcrunch:

 

About 20 minutes ago Google announced that they have agreed to acquired DoubleClick for $3.1 billion in cash (nearly double the size of their YouTube Acquisition). Microsoft was reportedly in a bidding war with Google for the company. Google gets access to DoubleClicks advertising software and, perhaps more importantly, their customers and network.

DoubleClick was founded in 1996. DoubleClick was taken private in 2005 by Hellman & Friedman and JMI Equity for $1.1 billion. The New York Times is reporting that DoubleClicks revenues are about $300 million/year.

10x revenue for a mature company is a…healthy…valuation. At least part of the acquisition price appears to be due to a desire by Google to keep this asset out of Microsoft’s hands.