Blog Post

Google: DoubleClick Challenges; Growing Margin Pressure; Paid Clicks Decline: Analyst

DoubleClick offers Google (NSDQ: GOOG) a long-term avenue to success in the display ad market, but in the short term, it will prove difficult to make the new acquisition pop. That’s the view of UBS analyst Ben Schachter, arguing in a new report that display advertising, which is largely about brand promotion, isn’t an obvious fit with Google’s traditional pay-for-performance model.

Schachter: “While display advertising is certainly a complement to Google