Google announced today that it has agreed to acquire DoubleClick for $3.1bn in cash.
The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers:
* For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.
* For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.
* For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.
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