Why Did Google Buy DoubleClick? The Official Google Blog Weighs In

Google's decision to purchase ad agency DoubleClick in a multi-billion deal has been causing tongues to wag in the online industry since the deal was announced in April. Now, the official Google Blog is weighing in with its take on why Google made the decision to purchase the ad serving giant.

Google summarizes its intentions in four points:

1. They can use DoubleClick to improve the advertising experience for all parties.
2. DoubleClick can provide better metrics for Google's advertisers.
3. DoubleClick has the knowledge and experience to work with Google's platform to create more effective online advertising.
4. Google can help DoubleClick publishers make a profit on unsold inventory.

Google claims that teaming with DoubleClick will help to make the search engine's ads more relevant and effective while helping publishers make more of a profit from their websites.  Smaller publishers will be on more equal footing with larger competitors, and the entire ad marketplace will be more transparent and earn mroe money.

Web surfers will also have a more positive experience since the ads will be custom tailored to their needs and interests. Meanwhile, advertisers will have a wider range of advertising formats and locations, and will see better performance due to enhanced relevance.

According to Google, this deal is a win-win situation for everyone in the industry. Of course, major competitors like Yahoo and MSN, who are threatened by the increasing advertising real estate under the Google umbrella, might have a different take on the situation.

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This entry was written by Emily Dairy, she regularly writes for Fruity Beauty Blog and Harry-nomics. Emily is slowly becoming an authority on IPL hair removal. View her blog here.