Comments on: Why Google bought DoubleClick

By: the rasx() context » Blog Archive » Songhay System Drops Yahoo! Search for Google Search

Thu, 19 Jun 2008 18:51:27 +0000

[...] Google rant: after Google bought Double Click the whole mystique of Google hiring these “pure” technical intellectuals for the sake of [...]

By: The Interactive Media Mix Series: Part 2 - Banner Ads « The Refine+Focus Blog

Tue, 15 Jan 2008 20:56:10 +0000

[...] GigaOM (blog), Why Google bought DoubleClick, Om Malik, April 2007 [...]

By: GigaOM » Of Mad Money & Ad Networks

GigaOM » Of Mad Money & Ad Networks — Fri, 18 May 2007 14:49:27 +0000

[...] move is a reaction to losing DoubleClick ($3.1 billion) to Google. Earlier this week, WPP bought 24/7 Real Media for $650 million. (The WPP-24/7 Real Media deal is [...]

By: GigaOM » Yahoo defending its turf: display ads

GigaOM » Yahoo defending its turf: display ads — Tue, 01 May 2007 15:24:29 +0000

[...] Yahoo, Google’s decision to move into the display advertising side of business (by buying DoubleClick) has injected a sense of urgency and the company is fighting hard to protect its [...]

By: sheila

sheila — Wed, 18 Apr 2007 11:32:02 +0000

Google now needs to buy zvue which is expanding their European market and making itself fertile ground for a takeover.

By: Holger Kamin, zanox

Holger Kamin, zanox — Tue, 17 Apr 2007 18:58:07 +0000

Everyone has been talking about the return of the banner, but the industry trend is actually heading in the opposite direction – away from display ads and towards cost per action because it’s by far the most efficient form of online marketing. And advertisers want efficiency and ROI! They need to be able to accurately measure whether they have hit their targets (revenue or new customers etc) or not – and they need to do it within a defined budget.

This deal does next to nothing to help Google with CPA - DoubleClick only has a small customer base and low market share in this area.

By: Cephalos

Cephalos — Tue, 17 Apr 2007 15:48:27 +0000

I thnik google is going overboard with this buy, not that Microsoft is a saint but its really not a good buy for google at this time( look at the stock market ). One thing is true in this forum and that is the fact that google is Inventing the future they dont care what they have to do they are just going to make the future happen. Since everybody else rather spend their money on Lambo’s and Ferrari’s(not that there is aything wrong with havin exotic toys, but you get the point) these guys are going to make The Matrix 1.0. and we have seen the preview with google-earth,etc etc…

By: underthecounter

underthecounter — Tue, 17 Apr 2007 13:43:41 +0000

Google Strikes Again...

The sell-side is split over the prospects for Google's future in display advertising in the wake of its takeout of DoubleClick. Nervous nellies are worried that the integration will be messy and clients will bolt to the remaining independent and......

By: Brian Laks

Brian Laks — Tue, 17 Apr 2007 06:38:57 +0000

Now if Google could just get around to buying ebay and amazon, and partnering with wal-mart, they could skip all this mess with advertising for companies and just sell the products directly. Then, maybe with some help from private equity, they could buyout the US Department of Justice and their antitrust worries would be gone!

By: broadstuff

broadstuff — Tue, 17 Apr 2007 05:28:03 +0000

The Return of the Banner Ad...

So...Google stretched its reach across the value chain and bought DoubleClick this weekend. There has been so much written already - a good writeup at GigaOm here..

The above article makes reference to something we noted in our research for our repo...

By: blammo

blammo — Tue, 17 Apr 2007 03:10:23 +0000

Bizdev, you are right about the remnant option. But Google currently offers this and has to compete with other ad networks. They could offer DFP for free if publishers accept Google ads to serve remnant. Problem is that most big publishers are very slow to do this as it degrades the value of their display units which publishers charge really high CPMs for. They will run Google units in non-premium inventory instead.

By: blammo

blammo — Tue, 17 Apr 2007 03:08:24 +0000

Doubleclick is an ad server. Why are people confusing what they do with “access to the online display ad market.” It doesn’t give them that. Ad agencies control online display advertising. Publishers use Doubleclick to serve ads on their site. Advertisers do use DFA (dart for advertisers) to track campaigns, but on the advertiser and publisher side, Doubleclick is just a tool, a piece of software. The acquisiton gives google some inroads, but people are really exaggerating Doubleclick’s significance.

By: Patrick Kitano

Patrick Kitano — Tue, 17 Apr 2007 02:39:11 +0000

Google cleverly announced its new relationship with Clear Channel on Sunday after the Friday the 13th Double Click release. With Clear Channel, Google is proclaiming that indeed its “Advertising Operating System” is working, and it’s assuaging Wall Street - don’t fret at the high price of the acquisition. And yes, Google stock price rose today.

By: BizDev

BizDev — Mon, 16 Apr 2007 23:46:24 +0000

One angle you all are missing is that Google sees this as an augmentation to its AdSense play. Bear with me just a second.

Think of all billions of impressions that are served by DoubleClick, and the hundreds of millions of impressions that are diverted to non-revenue bearing “house ads”. Google will offer the publisher the option of “back-filling” all unsold impression inventory with its AdSense ads - a win-win for both GOOG and the publisher. (This feature is one of the main draws of Google Ad Manager (GAM) product that the search giant had been beta-testing since fall last year.)

By: Goodbye Om Malik « wirelessness

Goodbye Om Malik « wirelessness — Mon, 16 Apr 2007 21:20:08 +0000

[...] Goodbye Om Malik Sorry dude. You gotta go. I’ll miss you. (link) [...]

By: LuditeWatcher

LuditeWatcher — Mon, 16 Apr 2007 20:31:03 +0000

“there is a big business built on the buying and selling of ad space. It comfortable, familiar and very profitable for the participants.”

Spoken like a true legacy advertising wonk