Henning Lange blog

There have been lot’s of rumor, now their is certainty. Google once more gains the bidding battle against AOL, Microsoft and Yahoo and buys Doubleclick for $US 3.1 billion in cash. This is another big step for Google to become the ultimate advertising operating system of the universe or as Google states: “The next step in Google advertising.”

There is a good post by Morrision on the meaning of this aquisition. One thing is clear: The air for all middlemen in the advertising industry is getting thinner.