Google takes control of DoubleClick

 

MOUNTAIN VIEW, Calif. – Google Inc. says it has taken control of online ad service DoubleClick Inc., completing a deal that the Internet search leader announced 11 months ago.

The Mountain View-based company closed the acquisition Tuesday, just a few hours after European antitrust regulators approved the transaction over the objections of Microsoft Corp. and other companies. Those critics had argued the addition of DoubleClick will give Google too much control of online advertising prices.

U.S. regulators approved Google’s purchase in December.

Google makes most of its money selling text-based ads on the Internet. The company is counting on DoubleClick to help sell more dynamic advertising.

Source: Yahoo! Tech News, Internet News