Brin said DoubleClick technology will also enhance Google's ability to protect the privacy of search engine users.
"Overall, we care very much about end-user privacy and that will take a No. 1 priority when we talk about advertising products," Brin said.
"There are quite a few plans with respect to how we feel about privacy," he said.
DoubleClick came under fire several years ago from consumer advocacy groups that accused it of planting software known as "cookies" on users' computers to record what people were viewing online.
The company was targeted for investigation by attorneys general in 10 US states.
It negotiated a settlement in 2002 that included being more open about what data it keeps and removing the information from the Internet within three months of its collection.
"We've had informal chats before but the alignment wasn't there," Schmidt said of the acquisition, Google's largest. "We got that alignment now. We felt we could afford the price and that it is a very good deal for Google and our shareholders."
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