According to DoubleClick’s press release and Technorati’s WTF, Google bought DoubleClick for $3.1 billion in cash. It was rumored that Microsoft was going to purchase DoubleClick for about $1.5 billion, but Google jumped in to purchase it.

For all of those who don’t know about DoubleClick, it’s a pay-per-click advertising company that launched way before Google came out with their AdSense. But unlike AdSense, DoubleClick didn’t let small sites, like blogs, be part of their network. Their network was mostly composed of big sites; even though it didn’t grow that much it was still successful with their sleek advertising technology.

Google is beating Microsoft in various fields on the net and it’s only looking better for Google after this purchase of DoubleClick. Google sees potential in certain sites and if they think it’ll profit them then they will acquire it. DoubleClick was the leading source for promoting businesses online for big companies so, I guess that’s why Google acquired it.

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