As a result of having received approval from the European Commission, Google is now formally announcing the completion of its acquisition of DoubleClick. The deal, worth $3.1 billion, will make the combined company the largest web advertiser in the world, beating even the combination of Microsoft and aQuantive. Google says it is now beginning to establish practical plans for the absorption of DoubleClick, which should be fully executed "by early April."

This may come with a human toll however, as Google has already stated that it will compare the staffing of both companies and shuffle some people around while possibly firing others. Any cuts would most likely be centered in the US, with only a relative few occurring in other countries.

Google says that the main advantage of having DoubleClick will be the addition of display ads, something long absent from Google's initiatives. Google's current advertising is done through its AdWords/AdSense system, which places text ads on sites based on contextual keywords or search results.