Comments on: Google acquires DoubleClick for $3.1 Billion http://www.watblog.com/2007/04/14/google-acquires-doubleclick-3-1-billion/ The Refreshing Blog on Web, Advertising and Technology in India! Wed, 08 Feb 2012 06:34:44 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Ravi Kabra http://www.watblog.com/2007/04/14/google-acquires-doubleclick-3-1-billion/comment-page-1/#comment-320 Ravi Kabra Sat, 14 Apr 2007 00:35:08 +0000 #comment-320 I think its a brilliant acquisition from Google’s POV. I am not saying this because DoubleClick has any gr8 technology that will help Google… 1. DoubleClick has longstanding relations with many publishers, advertisers and agencies. Yes some publishers (read Yahoo, MSN) may want to abandon DFP now as its not so third party 2. Doubleclick has great amounts of web usage and advertising data that Google can leverage from in several ways… Google Adwords publisher deals, CPC pricing, behavioral targeting… 3. They can give Publishers the choice to automatically monetise unsold inventory through Adwords network 4. 2 yrs back Google bought Urchin… bettered it, integrated it and offered Google Analytics free… Now its time for Google Adserving (Free?) - It may take some time but some integratation is sure to happen. - It will make Trafficking much simpler - Better conversion tracking and media optimisation - Advanced Reporting Eric Schmidt (Chairman and CEO of Google) was recently quoted in a Wired interview as saying, consumers should “think of it first as an advertising system.” … its a big step in that direction I think its a brilliant acquisition from Google’s POV. I am not saying this because DoubleClick has any gr8 technology that will help Google…

1. DoubleClick has longstanding relations with many publishers, advertisers and agencies. Yes some publishers (read Yahoo, MSN) may want to abandon DFP now as its not so third party

2. Doubleclick has great amounts of web usage and advertising data that Google can leverage from in several ways… Google Adwords publisher deals, CPC pricing, behavioral targeting…

3. They can give Publishers the choice to automatically monetise unsold inventory through Adwords network

4. 2 yrs back Google bought Urchin… bettered it, integrated it and offered Google Analytics free… Now its time for Google Adserving (Free?) – It may take some time but some integratation is sure to happen.

- It will make Trafficking much simpler
- Better conversion tracking and media optimisation
- Advanced Reporting

Eric Schmidt (Chairman and CEO of Google) was recently quoted in a Wired interview as saying, consumers should “think of it first as an advertising system.” … its a big step in that direction

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