In the ever-evolving world of digital advertising, strategic acquisitions are a common occurrence. One such acquisition that made headlines was Google’s purchase of DoubleClick in 2007. This move was seen as a game-changer in the industry, solidifying Google’s position as a dominant player in online advertising. But why did Google acquire DoubleClick? This article delves into the reasons behind this significant acquisition and its impact on the digital advertising landscape.

Understanding DoubleClick

Before we delve into the reasons behind the acquisition, it’s crucial to understand what DoubleClick is. DoubleClick is a company that developed and provided Internet ad serving services. Its clients included agencies, marketers, and publishers who served businesses like Microsoft, General Motors, Coca-Cola, Motorola, L’Oreal, Palm, Apple, Visa, Nike, and Carlsberg among others.

Google’s Motivation for the Acquisition

Google’s primary motivation for acquiring DoubleClick was to strengthen its position in the display advertising market. Prior to the acquisition, Google was primarily known for its search advertising capabilities. However, DoubleClick’s expertise in display advertising allowed Google to expand its reach and diversify its advertising offerings.

Enhancing Google’s Advertising Platform

DoubleClick’s technology significantly enhanced Google’s advertising platform. It provided Google with a robust infrastructure for serving display ads and tracking their performance. This allowed Google to offer more sophisticated targeting capabilities to advertisers, thereby increasing the effectiveness of their campaigns.

Expanding Google’s Customer Base

Another significant benefit of the acquisition was the expansion of Google’s customer base. DoubleClick had a strong presence in the large advertiser and publisher market. By acquiring DoubleClick, Google gained access to this market, thereby significantly expanding its customer base.

Boosting Google’s Revenue

The acquisition of DoubleClick also had a significant impact on Google’s revenue. Display advertising is a lucrative market, and by strengthening its position in this market, Google was able to significantly boost its advertising revenue.

The Impact of the Acquisition

The acquisition of DoubleClick by Google had a profound impact on the digital advertising industry. It led to the consolidation of the industry, with Google becoming a dominant player. It also led to increased competition in the market, with other companies striving to enhance their advertising capabilities to compete with Google.

In conclusion, Google’s acquisition of DoubleClick was a strategic move that allowed the company to strengthen its position in the display advertising market, enhance its advertising platform, expand its customer base, and boost its revenue. The acquisition had a profound impact on the digital advertising industry, leading to its consolidation and increased competition. This move is a testament to Google’s strategic foresight and its ability to adapt to the evolving needs of the digital advertising market.


Alex likes to write about anything related to technology, marketing and gadgets. He sometimes reviews the latest tech and also writes on other blogs.