Google to acquire digital marketing company AdWords, reports Yahoo
Google’s acquisition of digital marketing firm AdWords could increase competition in the digital advertising space, according to people familiar with the deal.
AdWords CEO Chris Calabrese said in a conference call with investors that the acquisition is a “win for everyone.”
AdWords is owned by Yahoo, which makes a majority of the company’s digital advertising revenue.
Google is also buying Google Search, which is a key part of the Google AdWords ecosystem.
Google announced the acquisition in a regulatory filing late last month.
“It is not only an acquisition for AdWords,” Calabress said.
“AdWords has a very strong core, and we believe that the core of AdWords will remain the same.”
Calabreess did not say how much Google would pay for the company.
The deal is expected to close in the second half of 2017.