According to Bloomberg, Google has agreed to buy DoubleClick for $3.1 billion, almost double the amount that they bought YouTube last year. In my previous post, I talked about the desired for Google in maintaining the market leadership for whatever acquisition. But it clearly showed that the acquisition of DoubleClick will mark as the Google’s largest acquisition ever. $3.1 billion was in fact a significant valuation and the San Francisco-based private-equity firm, i.e. Hellman & Friedman that bought DoubleClick for $1.1 billion in 2005 had strike the “cash” windfall by Google while the iron is hot now. However, I didn’t quite understand why Microsoft did not raised the price of bidding in order to acquire DoubleClick, is this mean DoubleClick is not worth that $3.1 billion?

In the meantime, the above acquisition will make Google the front runner in all the competition of online-advertising market throughout the world. The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online advertisement of all types, significantly benefiting the users, online publishers, as well as agencies and advertisers, as told by Hellman & Friedman.