Google buys DoubleClick for 3.1 billion dollars

Is it just me, or are you one of those whose eyes are popping out? OMG, 3.1 BILLION DOLLARS!!! Yes I know Google is rich. Yes I know Google has too much money. Yes I know 3.1 billion is more like peanuts to Google... but still, 3.1 BILLION DOLLARS!!! :P Google's previous investment in Youtube is still a big question mark. It is still not clear if that investment will pay off. And now, Google has gobbled up DoubleClick. What exactly is DoubleClick? Basically, "DoubleClick enables agencies, marketers and publishers to work together successfully and profit from their digital marketing investments. Its focus on innovation, reliability and insight enables clients to improve productivity and results.Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company’s DART and Performics divisions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital advertising channels as consumers worldwide embrace them." Well, to cut the long story short, it is another advertising heavyweight to add to Google's already impressive arsenal. I guess Google must have analyzed it and found it worth the price. But, 3.1 BILLION DOLLARS!!!