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Corporate Acquisitions Week

April 14th, 2007

This past week has seen two major acquisitions take place in the corporate world. One of these, Google’s bid to acquire DoubleClick, has possible implications for users of AdSense and/or AdWords.

Apparently Google has managed to outmaneuver Microsoft and a few other companies and has announced plans to buy out DoubleClick for $3.1 billion. DoubleClick is an online advertising company that uses targeted banner ads in addition to allowing clients to advertise and track performance across multiple search engines. The merger of these two companies will provide Google with some extra options for advertising services, and may provide additional options for AdSense publishers as well. Google will also acquire DoubleClick’s demographic and trend analysis data, which could be used to provide more specific targeting of Internet advertising than is currently available through AdWords.

In an unrelated but even larger acquisition move, Nestle has announced a buyout of Gerber Products Company for $5.5 billion. This will give Nestle, who is already one of the world’s largest manufacturers of food and nutritional products, control of a large majority (79 percent) of the U.S. baby food market. Back in 2000, Gerber had begun to expand into other products for infants and children such as oils, powders, and microwavable TV dinner style foods for toddlers. Nestle views the acquisition of Gerber as a natural complement to its current line of nutritional products and hopes to position itself as the overall global leader among nutrition-related businesses.

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