Google paid $3.1 billion for DoubleClick in 2007, before laying off a fourth of the advertising company's staff. The acquisition is one of Google's more expensive purchases, aside from Motorola Mobility and, now, Nest. Google wanted DoubleClick to beef up its display advertising chops, helping with its targeted ads strategy. The service, like other advertising services, tracks user activity online in an attempt to figure out which ads are more relevant to the viewer. Targeted advertising is often controversial among users, given the amount of data these services collect.
January 13, 2014 8:17 PM PST
Photo by: Screenshot/CNET
| Caption by: Donna Tam
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