If you thought YouTube was expensive... Check out DoubleClick!

Know More: Online Ads

Friday of last week, in its relentless aquisition spree, Google beat out Microsoft in the bidding war for on-line ad specialist, DoubleClick by ponying up $3.1 billion in CASH. But when you consider Google is sitting on a mountain of moola bigger than Mount Everest, $3.1 billion just about sums up the loose change lying behind the cushions on Sergey and Larry’s private Boeing 757. You know, the one with the "His & His" hammocks in it! And what will they get for that money? Overnight they become just about the biggest seller of on-line advertising around. All I can say is, having pitched the DoubleClick account a few years ago when freelancing for JWT. (Didn’t get it, but don’t blame me… Probably the account executive’s fault. You know Creative’s can do no wrong!) These are without a doubt, the most boring people in the world, totally data driven and lacking a scintilla of humor. Hopefully some of that Google good cheer will rub off. But I wouldn’t put money on it.

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