by Ray Fauteux

Created on: June 02, 2007

In one deft move, Google's $3.1 billion acquisition of DoubleClick earns the internet giant a prominent position in the business of display advertising.

The purchase of DoubleClick provides Google with something it has been lacking.

Google has never really had a hard hitting, provocative advertising business. At least not a business that makes full use of banners, video's and other forms of display ads.

This move by Google will change the face of online advertising on the internet and will make display advertising available to many more consumers.

The price was extremely high for this purchase. Over 30% higher than it appeared it would sell for in the early days of bidding.

However, many feel that in the long run, the highly inflated price paid by Google will be well worth it, because it prevented arch rival Microsoft from making the acquisition themselves.

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