Google Inside

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.