As reported on many blogs today, Google.com has been granted approval from European regulators to acquire DoubleClick.com, giving Google.com the green light to move forward with plans.  What exactly does this mean?  Market dominance and access to millions of users click habits to advertisements on the internet.  We all know how good Google.com is at using our personal information to make them more money and develop new platforms. 

The biggest advantage that Google.com will gain from this is local search and local click historical data to implement into their “Going Local 100%” strategy.  Of course the revenue and advertisers lined up beating the door down has alot to do with the acquisition as well.

It will be interesting to see the new local platforms that Google.com will launch to meet consumer and advertiser expectations now that they have access to this priceless data.  This also includes any upgrades to current local platforms.  

Shares shot up $13.68 to level off at $427.30, this is a great indicator of the importance of this acquisition and the role it will play in future online advertising.

(via NYTimes.com)