Why Google Bought DoubleClick

3 comments

I guess this is the official reason

In summary:

1. DoubleClick's products and technology are complementary to our search and and content-based text advertising business, and give us new opportunities to improve online advertising for consumers, advertisers and publishers.

2. Historically, we've not allowed third parties to serve into Google's AdSense network, which has made it hard for advertisers to get performance metrics. Together, Google and DoubleClick can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.

3. By combining Google's infrastructure with DoubleClick's knowledge of agencies and publishers, we can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising.

4. To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers – but a good portion of it goes unsold. It's our view that the combination of DoubleClick and Google will help these publishers succeed by monetizing their unsold inventory.

Personally I think it was just to stop the competition getting their hands on it

DaveN

Comments

so that is the reason ....

".. Google will help these publishers succeed by monetizing their unsold inventory " - it is all about online real estate, more places where they can push their adsense.
i wonder of the MFA sites that were banned will take the name of MFD (Made-For_DoubleClick) ...."
/BP

P.S. really sorry to see ThreadWatch gone, it was the only seo site i really been expecting the read each day !

if there is any good alternative - let me know, i'll come on board .

well you see from my stand

well you see from my stand point Google is rich, it buys something that will increase its money faster then not buying that thing. Now sometimes buying a new element of the company can help other elements operate more efficiently as well as further increasing the wealth of the company both in monastery value and in reputation.

so the real question is why wouldn't Google buy DoubleClick? ^^

Content network crap

Mayby I'll say something obvious but...

In every conference I've been Google says that the new direction for advertisers is content network and using small sites. The truth is that Adwords search is getting full of ads and there is no more space to sell to advertisers for competitive keywords. Maybe they got a 10th, 11th page - but nobody wants to show ads there. The biggest money adwords got from advertisers which don't know how tu choose keywords. They choose expensive keywords and pay a lot but the space is getting smaller and smaller for them.

I think that the Google content network in Adwords is pretty much crap. I always opt out of it. If Google want it's go be better they need Double Click.

Comment viewing options

Select your preferred way to display the comments and click "Save settings" to activate your changes.