Google spent $3.2 billion and nearly a year of regulatory hell to get DoubleClick. Was it worth it? Yes, says Lehman analyst Doug Anmuth (via PaidContent): DoubleClick will immediately add $300 million in revenue and $50- $60 million in Ebitda.
Of course, that contribution is still minimal in the near-term: Last year Google (GOOG) posted Ebitda of $6.06 billion. The real upside will kick in down the road, as Google begins to build its now-tiny display ad business. But even for Google, it’s still nice to lay out billions and get an immediate return: Compare and contrast with the company’s $1.65 billion YouTube deal in 2005. This year YouTube will generate all of $90 million in ad sales, according to a Bear Stearns (RIP) estimate.
See Also: Web Video Ads To $4.3 Billion In 2012