Google buys DoubleClick for 3.1 Billion

Google as advertising juggernaut continues the aggressive “advertising baron” expansion with today’s purchase of DoubleClick. I doubt it was DoubleClick’s technology that made this attractive to Google, rather the stable of existing advertisers and – perhaps most importantly – keeping DoubleClick away from Google rivals. It seems to me a key part of the Google strategy is to buy technologies and sites like YouTube and DoubleClick to effectively dry up the lake of opportunity for advertising rivals, especially Yahoo and MSN.

Yahoo’s also got good news today with a big newspaper deal, coming on the heels of Yahoo’s Viacom deal. I was surprised Yahoo stock didn’t reflect these positive developments but Yahoo’s stock fate seems to be tied more to the perception of Yahoo as a second fiddle to big and brilliant Google than to developments in the marketplace.

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