Google says why it’s buying DoubleClick

June 27, 2007

In a post on the Google Blog, Google have spelled out why they are buying advertising network DoubleClick.

In summary they say (and I quote):

  1. DoubleClick’s products and technology are complementary to our search and and content-based text advertising business, and give us new opportunities to improve online advertising for consumers, advertisers and publishers.
  2. 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.
  3. By combining Google’s infrastructure with DoubleClick’s knowledge of agencies and publishers, we can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising.
  4. To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers – but a good portion of it goes unsold. It’s our view that the combination of DoubleClick and Google will help these publishers succeed by monetizing their unsold inventory.

We believe DoubleClick can help Google deliver better, more relevant display ads, which improves the online experience of consumers. From a technical perspective, Google will also be able to get web pages to load faster by reducing latency from ad servers. Publishers will benefit by making more money from remnant inventory and – as has been the case with other technologies we’ve acquired – we hope to make ad serving more accessible. Smaller publishers would get access to DoubleClick’s ad serving technology, enabling them to better compete in the global marketplace.

Advertisers and agencies will benefit, too. AdSense will support certain ad tags so advertisers will be able to use a broader selection of formats in our ad network, improving ad relevance. And the experience for advertisers will be more efficient, because there will be an ad server that provides consolidated reporting and management of display ads on all properties and networks. More generally, we’ll be able to use our technology and record of innovation to improve the quality of existing products in the marketplace. We intend to invest heavily in R&D and product development to respond to the demand from publishers, advertisers and agencies for better tools.

In short, Google’s acquisition of DoubleClick will benefit all parties in the online advertising business, including advertisers, publishers, agencies and, most importantly, consumers.

Now that all sounds very promising to me! As an advertiser and publisher this kind of progression in the online advertising market can only be a good thing!


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