Google to Acquire DoubleClick

Google announced to have acquired the ad-management technology company DoubleClick Inc. The deal set for $3.1 billion in cash is expected to close by the end of the year. One should also remember that DoubleClick was the target of a bidding from 2 giants, Microsoft and Google; proving the interest of both companies in the exploding online and internet-based advertising solutions. Once more, Google was able to make the highest offer, DoubleClick becomes its most expensive acquisition ahead of YouTube in 2006 purchased for $1.76 billion.
This information will provide fuel for those fearing the exponential growth and impact of Google business model on the internet advertising market. Indeed, if Google's monopoly in this field is confirmed everyday, in a near future we might see this new giant killing competition and fixing the rules in this business. Advertisers and publishers might be screwed to Google's ads without much opportunities or possibilities to avoid them to promote their products on the web.