Google announced this week that it had officially completed its acquisition deal with advertising technology vendor DoubleClick. The $3.1 billion deal came after months of negotiations and final approval from regulators in Europe.
Google’s stock jumped more than six percent following the announcement, as analysts are predicting that the deal will result in higher prominence for Google in the competitive online advertising market. While the company dominates other search engines, it has proven less adept at leading the pack in advertising success.
The deal is another step towards integrating more technology in targeting specific users with ads that may interest them, as DoubleClick specializes in tracking the viewership of certain ads.