|
CNBC'S MOST SHARED
- Investing in Tech Now
- Apartment Vacancy Rate Hits 22-Year High
- What You'll See On My NASCAR Documentary Tonight
- Software Giants Rush to Cash In on Carbon-Trading
- Citigroup Replaces CFO, Shakes Up Top Management
- Warren Buffett: Economy Needs Another Dose of Viagra
- Warren Buffett Tells CNBC Consumer Sales Remain "Very, Very Soft"
- Cramer?s Outrage
- Buffett: Second Stimulus Might Be Needed for Economy
- Microsoft Plays a Game of Bing Pong
- Assets Are Less Toxic, but Banks Have Other Troubles
- Chevron Says Q2 Hit by US Refining, Weak Dollar
- Stimulus Critics Put Obama, Democrats on Defensive
- Warren Buffett: Consumer Sales Remain 'Very, Very Soft'
- Japan Deflation Deepens as Wholesale Prices Tumble
- Australian PM Says Caution Needed on China Spy Case
- Don’t Get Burned By Hot Emerging Markets
- Busch: Chinese Bank Announces Bombshell
- SEC Says California IOUs Are Legal "Securities"
- Warren Buffett Tells CNBC Consumer Sales Remain "Very, Very Soft"
- July 10th in Market History
- Microsoft Plays a Game of Bing Pong
- Options Smell 'Blood' on Infosys
- Christmas in July: Consumers To Out-Scrooge Scrooge
- GM's Second Chance
- Art Cashin: Traders Weigh Obama Policy Changes
- Warren Buffett: Economy Needs Another Dose of Viagra
- Commercial Real Estate: 'Ticking Time Bomb'
Text Size 
 |
Paul Sakuma / AP Google Inc. headquarters in Mountain View, California. |
The deal represents the largest acquisition in Google's history and comes just six months after Google [GOOG
Loading...
()
] paid $1.65 billion to acquire video-sharing site YouTube. Terms of the deal call for Google to pay cash to DoubleClick investors.
The DoubleClick acquisition promises to fortify Google, the juggernaut of search-based advertising on the Web, as it expands into print, radio, video, mobile and TV ad markets. The combination should also bolster the ad targeting and analysis capabilities that Google can offer advertising customers.
However, Google's acquisition of DoubleClick is not sitting well with Microsoft [MSFT
Loading...
()
], AT&T [ATT
Loading...
()
], Time Warner's [TWX
Loading...
()
] and several other large Internet and media companies the Wall Street Journal reports. These companies are hoping to encourage antitrust regulators to closely scrutinize the purchase, said executives at the companies.
DoubleClick, a dot-com stock market star and leading independent player in the first generation of online advertising during the 1990s, has been majority-owned by San Francisco private equity firm Hellman & Friedman since 2005. Hellman & Friedman paid $1.1 billion in stock and debt for its stake. JMI Management is a co-investor in the company.
Executives at the companies said the deal would give Google a grip over the booming market for online advertising. The planned acquisition, announced Friday, will be subject to a review by either the Justice Department or Federal Trade Commission, in accordance with standard procedure for acquisitions larger than a certain size.
The Wall Street Journal reports that the companies take issue with the fact that Google already controls the lion's share of the market for Internet-search advertising and related contextual ads; the DoubleClick deal would make it a dominant player in the market for serving graphical ads on Web sites on behalf of the sites' publishers.
The Wall Street Journal had also reported that Microsoft, which was involved in bidding for DoubleClick, pulled back after the auction price rose above $2 billion. Yahoo! [YHOO
Loading...
()
] and Time Warner's Internet division AOL were also said to have eyed a DoubleClick bid.
Print
Email
Data is a real-time snapshot *Data is delayed at least 15 minutes