Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
The acquisition will combine DoubleClick's expertise in ad management technology for media buyers and sellers with Google's advertising platform and publisher monetisation services.
According to Google, the combination will give advertisers and ad agencies "an easy and efficient way to manage both search and display ads in one place. They will be able to optimise their ad spending across different online media using a common set of metrics."
It claims that users will benefit by having adverts delivered to them that are more relevant to their interests, and that publishers will gain access to new advertisers.
"Together with DoubleClick, Google will make the Internet more efficient for end users, advertisers, and publishers," said Sergey Brin, Google's co-founder & president, technology.
David Rosenblatt, CEO of DoubleClick said: "Google is the absolute perfect partner for us. Combining DoubleClick's cutting edge digital solutions for both media buyers and sellers with Google's scale and innovative resources will bring tremendous value to both our employees and clients."
DoubleClick is owned by San Francisco-based private equity firm Hellman & Friedman, JMI Equity and DoubleClick management.
David Bass
| For the fourth year in a row, IDC has placed content security provider Websense (NASDAQ: WBSN) at the top of the IDC Worldwide Web Security 2011 –…
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