Why Google Bought DoubleClick

Google, which is in the process of buying online ad giant DoubleClick, has explained in detail the rationale behind the deal, from both the publisher and agency perspective. A post on the official Google blog by Alex Kinnier, Group Product Manager, lays out the details, and three points stand out:

— 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.

— To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers