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August 29, 2004

More Conjectures on Google Acquisitions

Posted by Adam Viener

Recently Steve Harmon made some conjectures on Google buying Monster.com or DoubleClick:

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Now that Google (NASDAQ:GOOG) is finally public and cashed up, Steve Harmon thinks some consolidation could be on the way. Why is Google a buyer now? Google is too exposed to pure advertising as its revenue and earnings driver and Harmon thinks it needs to diversify its revenue streams, similar to how Yahoo (NASDAQ: YHOO) did several years ago.

In short, he thinks Google needs to acquire some service-based companies, especially in hot sectors. And topping that list is Monster.com (NASDAQ:MNST). Barrons agrees with Harmon. At about $2 billion market cap and 40x P/E the company seems relatively cheap vs. Google's rich valuation.

Google has to mitigate its advertising risk. At the same time, Google just launched banner-type ads, where before it served only text ads. Which makes Harmon think that banner ad leader Doubleclick (NASDAQ:DCLK) could also be a good match for Google to acquire to consolidate its position.
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I still think AOL is a safer bet, they can diversify their revenue stream while shoring up their largest partner that is known to be "on the block". I think they need to act fast before Yahoo! does.

I also think DoubleClick might not be a bad move for them, it just doesn't have the strategic benefits of an AOL or the massive customer base. There are a slot of brands under the AOL umbrella that Google could spread advertising to and enhance with their search technologies.

Any other great targets out there?

How about Disney? Love to see the Googleworld. If the Google Dance was any indication, they might just do a great job in the theme park business.