On Friday, Google Inc (NASDAQ: GOOG) announced it signed a deal to acquire DoubleClick for $3.1 billion in cash. Chump change for either of the cash-rich companies.

Microsoft Corporation's (NASDAQ: MSFT) move in the search business has been an utter disaster. While MSN.com hits rank relatively high, they mostly consist of users who cannot figure out how to change the default setting on their web browser to Yahoo or Google -- a task most seven-year-olds can complete with ease. Microsoft Live is also having a tough time getting traction.

Whether Google really wanted to purchase Doubleclick or simply wanted to prevent Microsoft from getting the online ad company is a tough call. However, as seen by Google's beta finance page, Google is trying a lot of interesting stuff. For those who have not checked out this page out, it is one of the first places where it is attempting to bring the YouTube acquisition with its search algorithms and traditional headline news. Really cool stuff.

Doubleclick, formerly publicly traded is now owned by San Francisco-based private equity firm Hellman & Friedman and JMI Equity. The acquisition will combine DoubleClick's expertise in ad management technology for media buyers and sellers with Google's leading advertising platform and publisher monetization services, according to press releases.