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The DoubleClick deal that turned Google into ad giant. Is that a problem?

The deal turned out to be "a total game changer, a crucial piece in the larger jigsaw puzzle Google put together," said Timothy Armstrong

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That internal debate, many experts say, points to the challenge facing antitrust enforcement in a fast-moving, complex tech business: Investigations are difficult, long and backward looking. Google. Photo: Bloomberg

Steve Lohr | NYT

8 min read Last Updated : Sep 22 2020 | 8:35 AM IST

Google owns the world’s leading search engine, it operates the largest video-hosting service in YouTube, and its popular web browser, email, map and meeting software is used by billions of people.

But its financial heft — the source of nearly all its enormous profits — is advertising. And perhaps no day was more pivotal in transforming Google into a powerhouse across the entire digital advertising industry than April 13, 2007, when the company clinched a deal to buy DoubleClick for $3.1 billion.

The deal turned out to be “a total game changer, a crucial piece in the larger jigsaw puzzle Google put

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