Google looks at Buying DoubleClick Inc.
Posted by jonathan at 5:48pm EST on 04/01/2007
Internet advertising, a world that is becoming old but still relevant just became a little more relevant for everyone. DoubleClick, an industry leading competitor to dozens of other companies was recently rumored to be bought out. Some of the buyers looking at DoubleClick are Microsoft, AOL, and Google.
ClickZ’s article brings up a great point. If Google did acquire DoubleClick to add to its already dominating ad platform, it would have to allow publishes to use third party adserving applications. There is already a few third-party applications out there that allow you to serve AdSense and still be in line with the TOS, but that is definitely something that Google has been straying publishes from doing.
Google’s possible acquisition of DoubleClick Inc. would, I believe, prove to be a strong strategic move for Google. As Google has already tapped into the online advertising industry on the surface and taken the Pay-per-click industry by storm, the Pay-per-action industry which they briefly entered is still far ahead of where Google wants to be.
Many analysts are still speculating that Microsoft will be the key leader in the acquisition — but I don’t believe Microsoft will do it.
Fierfox CE
Apr 2nd, 2007
With Google’s move into the cost per action market as well it would be very interesting to see how they might develop double-click if they do eventually finish up buying it.
Jonix
Apr 2nd, 2007
With google and microsoft on the road to this business, it’ll be very interesting to see who’ll be the winner.
This time i’ll bet in microsoft
Jonathan
Apr 2nd, 2007
I really think Google will end up buying DoubleClick because they recently moved into the payperaction industry, as I talked about above.
Microsoft has been far behind in all the industries, including search, which leads me to believe that if they did buy DoubleClick, it would be just to spend money and *try* to get back into the game. Microsoft has fallen too far behind and I don’t believe they can make a recovery at this point.
Microsoft needs to stick to software and leave the web industry alone.
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