Well, it’s happened. Google is buying DoubleClick. I followed DCLK really closely back in the day when I was based in NYC and it was our “hometown” ad serving company. They had that sign welcoming people to Silicon Alley, yada yada yada. So it’s wild — though not unexpected given rumors and reports — to see the company go so completely Valley. Folks have noted that the two companies already share a building in NYC, interestingly enough. Enough geographic musings. This represents a really interesting move for Google, one that will place it even more at the center of all digital advertising. It’ll be interesting to see what happens next.
UPDATE: Tom comments: “Actually, I think this is about GOOG continuing to “go New York” – ie, get more and more into wider media buying/selling market.”
Agreed, Tom. It’s really both. As Google moves to become more Madison Avenue — becoming more entrenched in the advertising/marketing mainstream — it takes the whole media world just a little more digital and technology-oriented. After all, Eric Schmidt has said he wants people to think of Google as an “operating system” for advertising, or some such. Can you imagine anyone even conceiving of an operating system for advertising, before Google?
Actually, I think this is about GOOG continuing to “go New York” – ie, get more and more into wider media buying/selling market.
I used to hold DCLK stock a few years ago, I think it was below $5, and I sold it before it went any lower. What happened to people who held the DCLK stock? I understand that it is no longer traded, I guess I would like to know what would have happened if I didn’t sell it so soon? Would I have gotten some payoff? or lost it all?