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It has been confirmed that Google has agreed to buy one of the oldest ad networks Doubleclick in a $3.1 billon deal (almost £1.6bn).

Doubleclick has it’s HQ in New York, and with 17 offices worldwide, the company employs more than 1,200 people and delivers billions of ads every day.

This is the biggest cash buyout in Google’s history, and will mean they take a much tighter grip on the online ad market.

The acquisition will combine DoubleClick’s ad management technology for media buyers and sellers with Google’s advertising platform. Hopefully this will have a positive impact for adsense publishers, but could be a big blow in those sites that sell direct ad inventory to the agencys. Google it seems are buying their way into the traditional Image Banner market.

The Banner market has changed over the years and search/contextual ads I think have already taken over, Click through Rates are much higher, but I suppose there is less brand awareness for the advertisers.

I wonder who will be next…