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Google DoubleClick acquisition approved

by Stuart Tofts on March 12, 2008

Google has reported that its takeover of online ad agency DoubleClick has been approved in the US, following almost a year of awaiting regulatory approval.

The chairman of the search giant Eric Schmidt commented via the engine’s official blog that online marketers and publishers have long called for his firm to offer display advertising possibilities in addition to its search and content-based promotion opportunities.

He suggested that the acquisition of DoubleClick will enable Google to improve the “effectiveness, measurability and performance” of marketing through a digital media environment.

Furthermore, Schmidt added that by enabling online publishers to make more money through their websites, users will be rewarded with richer and increasingly diverse content.

It was April 2007 when Google first announced its DoubleClick plans and Sergey Brin, its co-founder, commented at the time that the move would help deliver more relevant adverts to consumers. He said that it would also help firms manage their search and display adverts in one place, meaning they can optimise their spending on adverts.

Google states that it will pursue its DoubleClick plans in the rest of the world in accordance with local laws.

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