Google Ads was not an acquisition. Google had a successful home grown online ad business for ~8 years before they bought DoubleClick. Google AdWords was launche

Google Ads was not an acquisition. Google had a successful home grown online ad business for ~8 years before they bought DoubleClick. Google AdWords was launched in 2000 [1] and acquired DoubleClick in 2008 [2]. DoubleClick was a competitor and the acquisition faced antitrust scrutiny [3]. In addition to eliminating a competitor, the acquisition helped Google expand into display ads, and DoubleClick was seen as the market leader in that segment [3]. Google had previously only been a leader in search and contextual text ads [3]. While Google does not break out display ads, they do break out ad revenue from Google properties, Youtube, and ads on 3rd part sites. Google generally only displays text ads on Google-branded sites, while Youtube and 3rd party site ad revenue is a mix of text and display ads. From their most recent earnings report, Google-branded site ad revenue was $21,319 M, Youtube was $3,812 M, and 3rd party sites was $4,736 M [4]. As you can see, to this day, display ads make up a small portion of Google's ad revenue. [1] https://en.wikipedia.org/wiki/Google_Ads https://en.wikipedia.org/wiki/Google_Ads [2] https://en.wikipedia.org/wiki/DoubleClick https://en.wikipedia.org/wiki/DoubleClick [3] https://www.nytimes.com/2007/04/14/technology/14DoubleClick.html https://www.nytimes.com/2007/04/14/technology/14DoubleClick.... [4] https://abc.xyz/investor/static/pdf/2020Q2_alphabet_earnings_release.pdf https://abc.xyz/investor/static/pdf/2020Q2_alphabet_earnings...