Google reached an agreement to acquire DoubleClick, the online advertising company, from two private equity firms for $3.1 billion in cash, the companies announced, an amount that was almost double the $1.65 billion in stock that Google paid for YouTube late last year.

DoubleClick, which was founded in 1996, provides display ads on Web sites like MySpace, The Wall Street Journal and America Online as well as software to help those sites maximize ad revenue. The company also helps ad buyers ? advertisers and ad agencies ? manage and measure the effectiveness of their rich media, search and other online ads.

DoubleClick has also recently introduced a Nasdaq-like exchange for online ads that analysts say could be lucrative for Google.

?Google really wants to get into the display advertising business in a big way, and they don?t have the relationships they need to make it happen,? said Dave Morgan, the chairman of Tacoda, an online advertising network. ?But DoubleClick does. It gives them immediate access to those relationships.?

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