Google acquires DoubleClick

Google has made its biggest acquisition to date with the $3.1 billion purchase of DoubleClick. DoubleClick is one of the leaders in Internet ad serving. This opens up huge possibilities for synergies given the information DoubleClick generates regarding website users.

DoubleClick also has a wide range of e-mail and direct marketing tools. Amongst its portfolio are tools for pay per click advertising bid management.

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