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Google reached an agreement to buy DoubleClick for $3.1 billion in cash, the companies announced.

DoubleClick, an early pioneer in online advertising, was taken private by two private equity firms, Hellman & Friedman and JMI Equity, in a deal valued at $1.1 billion in 2005.

"Acquiring DoubleClick expands Google’s business far beyond algorithm-driven ad auctions into a relationship-based business with Web publishers and advertisers."

Perhaps the sale amount is a nod to now owning it all... The human genome consists of an estimated 3.1 billion base pairs that make up our DNA.