DoubleClick was seen as a kind of advertising which was opposite of Googles approach. So what changed in three years for this to make sense for Google?
A. Before I answer that, I would like to explain that there are four major thrusts around Google one is that we are busy building the worlds most interesting super computers that are running new data services, application services, search services. Another has to do with end-user solutions. The third has to do with advertising, and four the way Google is run, the way we take decisions, and the culture that is grown up around Google that we are proud of. In the third category, we decided over the last couple of years to try to offer a full-scale set of advertising services not just text ads. Doing a strategic analysis, we looked at text ads, display ads and banner ads. We looked at radio, bought a company there. On TV, we are doing a series of trials. We acquired YouTube partly because of the end-user phenomenon which is extraordinary but also because its obvious that online video will have a significant advertising component. You put all that together and you go, what would the adverti
