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Google acquires DoubleClick and all its advertising / marketing technologies. What I want to know is what will happen to the transparent advertising exchange business that DoubleClick had mentioned in the New York Times spread that instantly doubled their float value. Then prompting Google to buy them out for over three billion dollars.

What does owning a transparent exchange network mean to their existing closed AdWords network, when AdWords is currently the biggest revenue generator of the search engine business?

Could DoubleClick have taken the open exchange network to garner more value as a company? Certainly, however hitting the three billion mark may not be likely because we no longer live in the dot boom era. The owners of DCLK were faced with instant cash-out or try to complete the system to compete head on with Google, Yahoo and MSN. Take the three billion now or build it to two billion in three to five years?