Google has just purchased ad-service DoubleClick for a deal worth $3.1 Billion. Eclipsing the deal Google did to buy Youtube for an estimated $1.6Billion, this could single a new wave or purchasing companies, which is not currently a something Google is known for.
The deal will allow google to gain new contacts in the online advertising business and also give google access to DoubleClick’s recently developed system for buying and selling adverts which works in a fashion similar to the Nasdaq stock exchange.
The deal is expected to conclude at the end of this year, with the price paid being questioned by some who claimed that the move was purely tactical in order to avoid the company falling into rival Microsoft’s hands.
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