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谷歌10大收購(gòu)案大起底

谷歌10大收購(gòu)案大起底

ALEX KONRAD 2011-08-18
本周,搜索巨頭谷歌宣布,同意斥資125億美元收購(gòu)摩托羅拉移動(dòng)公司。本文回顧了谷歌迄今為止最大的10筆收購(gòu)。

4. 移動(dòng)互聯(lián)網(wǎng)廣告公司AdMob

收購(gòu)金額:7.5億美元

宣布時(shí)間:2010年7月

聯(lián)邦貿(mào)易委員會(huì)批準(zhǔn)時(shí)間:2010年5月

????收購(gòu)AdMob公司與本榜單所顯示的谷歌公司戰(zhàn)略是一致的:大舉增加廣告類(lèi)公司的儲(chǔ)備。此前谷歌已經(jīng)將Invite Media公司和AdMeld公司致麾下,而本次收購(gòu)則讓谷歌得以進(jìn)入移動(dòng)互聯(lián)網(wǎng)廣告領(lǐng)域。手機(jī)應(yīng)用程序?qū)V告來(lái)說(shuō)是日益重要的必爭(zhēng)之地——隨便問(wèn)問(wèn)玩過(guò)社交游戲Hanging With Friends的人就可以知道這一點(diǎn)。

????5月,谷歌宣布,收購(gòu)AdMob公司后的第一財(cái)年中,后者的業(yè)務(wù)增長(zhǎng)了超過(guò)3.5倍,每日廣告請(qǐng)求超過(guò)27億次。谷歌計(jì)劃將AdMob進(jìn)一步與DoubleClick的廣告工具融合起來(lái),最終在所有設(shè)備上通過(guò)單一平臺(tái)進(jìn)行運(yùn)作。

4. AdMob

Price: $750 million

Announced: November 2009

FTC Approval: May 2010

????The purchase of AdMob is consistent with the strategy already exhibited by this list: Google aggressively ramping up its advertising inventory. Along with Invite Media and AdMeld, this plunged Google into mobile advertising. Mobile apps are an increasingly important venue for ads -- just ask anyone who plays Hanging With Friends.

????Google announced in May that in its first full year with the company, AdMob grew by over 3.5 times, getting over 2.7 billion daily ad requests. The company plans to use the AdMob network in further integration with DoubleClick's ad tools to ultimately operate on a single platform across all devices.

3.視頻網(wǎng)站YouTube

收購(gòu)金額:16.5億美元

宣布時(shí)間:2006年10月

聯(lián)邦貿(mào)易委員會(huì)批準(zhǔn)時(shí)間:2006年11月

????2006年末這家視頻巨頭與搜索巨頭的聯(lián)姻所獲反響多數(shù)是積極的。分析人士評(píng)價(jià)此舉耗資不菲,但就像高盛公司(Goldman Sachs)在收購(gòu)宣布時(shí)所作報(bào)告中寫(xiě)道的,賦予了谷歌“在電子郵件、搜索引擎和視頻這三大領(lǐng)域其中兩大領(lǐng)域的領(lǐng)導(dǎo)地位”。業(yè)內(nèi)專(zhuān)家當(dāng)時(shí)最大的擔(dān)憂是什么呢?谷歌如何應(yīng)對(duì)這個(gè)網(wǎng)站的版權(quán)問(wèn)題,因?yàn)閅ouTube主要依靠用戶上傳視頻。谷歌已成功地解決了這類(lèi)版權(quán)問(wèn)題,同時(shí)保持了YouTube的與時(shí)俱進(jìn)和前瞻性。隨后水到渠成的對(duì)如On2這類(lèi)公司的收購(gòu)將使谷歌繼續(xù)保持創(chuàng)新,并從這個(gè)網(wǎng)站中掙到更多的錢(qián)。

3. YouTube

Price: $1.65 billion

Announced: October 2006

FTC Approval: November 2006

????The video giant wed the search giant in late 2006 to mostly positive feedback. Analysts noted the move, though expensive, gave Google "a leader in two of the big three, email, search, and video," as Goldman Sachs wrote in a report from the time of the announcement. The biggest concern experts had at the time of the sale? How Google would address copyright concerns with the user-driven video site. Google has managed to deal with such copyright issues successfully, while keeping YouTube relevant and looking forward. Corollary purchases such as On2 will allow Google to continue to innovate -- and make more money -- from the site.

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