|Weekly News Digest
April 23, 2007 — In addition to this week's NewsBreaks article and the monthly NewsLink Spotlight, Information Today, Inc. (ITI) offers Weekly News Digests that feature recent product news and company announcements. Watch for additional coverage to appear in the next print issue of Information Today. For other up-to-the-minute news, check out ITIís Twitter account: @ITINewsBreaks.
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Google to Acquire DoubleClick
Google, Inc. (www.google.com) announced a definitive agreement to acquire DoubleClick, Inc., a provider of digital marketing technology and services, for $3.1 billion in cash from San Francisco-based private equity firm Hellman & Friedman along with JMI Equity and management. The acquisition will combine DoubleClick’s expertise in ad management technology for media buyers and sellers with Google’s advertising platform and publisher monetization services.
The combination of Google and DoubleClick is designed to provide superior tools for targeting, serving, and analyzing online ads of all types. According to the companies, these are the benefits offered:
- For users, the combined company will deliver an improved experience on the Web by increasing the relevancy and the quality of the ads they see.
- For online publishers, the combination provides access to new advertisers, which creates an opportunity to monetize their inventory more efficiently.
- For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.
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