Thib writes: As previously discussed, Google beat Microsoft and Yahoo to it and snapped up DoubleClick for 3.1 billion dollars in cash. The current owners of DoubleClick bought it in 2005 for 1.1 billion dollars. From the article: "During a conference call with analysts on Friday afternoon, Schmidt said Google had been thinking about making this acquisition for a 'very, very long time.' Schmidt added that the addition of DoubleClick to Google's business would strengthen Google's position with large brand-name advertisers, who tend to rely more on display ads than the search ads that are Google's bread and butter business."
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