Wow, can’t believe Google paid $3.1 billion for DoubleClick. That says a lot about how much of an advertising opportunity the purchase must be providing Google.

I gather this will help publishers by providing more tools for them to use, and benefit advertisers by providing more reach. The transaction also includes Performics.

These two companies together are no doubt going to be quite the online advertising powerhouse. I’ve never signed up with DoubleClick myself, so I don’t know much about what advantages their tools may have, so this should be interesting to watch once it all officially goes through.

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