Goggle Officially completes it's acquisition of DoubleClick Today

Goggle Officially completes it's acquisition of DoubleClick Today.

A much anticipated/debated issue has finally come to a close. Google announces today that it has completed it's acquisition of Doubleclick. DoubleClick is a company that offers online ad serving and management technology to advertisers, web publishers and agencies. It's affiliate platform Perforimcs has recently been gaining a lot of traction within the affiliate marketing community (both from an Advertiser and Publisher perspective).

Although the details confirm that they will operate as a separate business unit, I am curious to see how they are going to handle the use of all the data DoubleClick has collected over the years. The combination of all the information they already have from their suite of products (Goggle analytics, adwords, Goggle webmaster tools, adsense etc) coupled with Doubleclick's data could be very deadly.

My final thoughts are : Google's mantra has always been "Don't be evil”, I can only speculate the crazy things they would be able to accomplish with all of this information. I hope their plan is to use this information carefully and strategically, and I for one am very curious to see what their future plans are with this acquisition.

More information can be found here: Google Press Center: Press Release

[cactus_jeanl]

The New York Times has a nice article summing up the acquisition, along with some background info on DoubleClick.

Outside of the potential privacy issues that are being discussed, a lot of blogs are speculating how this is going to affect the Microsoft bid for Yahoo. The DoubleClick merger makes Google an even bigger force to be reckoned with, so I'm interested to see if or how it will change the outcome of that situation as well!