Google Buys DoubleClick For 3.1 Billion Dollars

Again Google is out buying new stuff, this time its the online advertising company DoubleClick.
The amount of 3.1 billion dollars is twice as much as what Google paid for YouTube back in November.

And why this amazingly high price for an advertising company, when Google already has a big advertising market already with adwords?
Well still Google is mostly based on text ads, and DoubleClick has a big advance in video and banner ads.

So now the question is, will this event have any effect on online advertising in the future?,
I think yes, I will for sure keep an eye on this event.
Source: businessweek.com