Google buys Doubleclick… my idea’s looking better all the time, isn’t it Mister Softee?
Via afternoon TMswarm: Google Buys DoubleClick for $3.1 Billion
The usual suspects have the details. Pete says this is part of the ongoing “implosion” at Microsoft, and Hipmojo headlines it as Google blocking Microsoft as well.
Also some very interesting discussion at Paul Kedrosky’s (be sure to scroll down and read the comments) which echoes some of my own thinking:
To borrow a phrase from Microsoft’s past, this is a brazen attempt to cut off Microsoft’s future air supply… What better way and time for bid-’em-up Brin to stick the knife in deeper every time Microsoft spots a possible life raft than for Google to buy the target acquisition company — like DoubleClick — out from under Microsoft.
This was, in other words, a strategic and offensive buy, not a financial one… Google is playing very hard ball with Microsoft, deploying brutal tactics right out of the Redmond playbook, circa 1995. Call it $2-billion for DoubleClick… plus another $1-billion for a pinched air tube to Microsoft.
My 2 cents for Microsoft: you’re pretty clearly not cut out yet for this online ad game - I’m not sure it’s in your DNA. If you really want to fight back, the nuclear option I presented you last week is still available.
Unsolicited business advice for the Googlers to follow in a longer post that I’m working on - stay tuned. :)
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PSA: this is a ReluctantBlogger Friday Techmeme AYNTK roundup.