What Google's Purchase Of DoubleClick Means To You

A lot has been written about the Google purchase of DoubleClick for $3.1 Billion and it has been interesting to listen to the speculation on what this means. Interesting facts I've read about the deal:

1. This deal would give Google the corner on the online advertising market. Depending on how different people track it I've seen estimates of market dominance from 50% to over 80%.
2. The irony in Microsoft lobbying for an investigation on a potential monopoly. There are others joining that fight, but Microsoft? It just makes you smile.
3. The fact that the owners of DoubleClick sold to Google while Microsoft was offering more money.

I think the sellers of DoubleClick are getting shares of Google in return or some portion of shares and cash. The only way I can see someone taking less money up front is on the potential to have more money in the future. I also think that this isn't the last of the high profile mergers and acquisitions that will happen. It started with YouTube, next you will see Microsoft make a move. They obviously still want to play in the space from their pursuit of DoubleClick and have money to spend.

What does mean for you as an online marketer? I think it will end up being a good thing. It tells me that there are a lot of very smart people out there continuing to develop, offer and consolidate services that benefit you in your advertising efforts. There is the fear of a monopoly, but the Internet is too easy for someone to come up with a great idea and start it in a dorm room to take on the big boys. Heck, that is what Google did just 10 short years ago.