Google Completes DoubleClick Acquisition

Posted on March 11, 2008

Google announced on the Google Blog today the completion of the DoubleClick acquisition. At one time DoubleClick was considered the leader in online advertising. Several years ago nearly all of the top websites used DoubleClick software to rotate advertisements and sell banner ad inventory. In the Google Blog post Google talks about combining their advertising network with DoubleClick's display ad serving products.

Advertisers and publishers who work with us have long asked that we complement our search and content-based text advertising with display advertising capabilities. DoubleClick gives Google the leading platform for display advertising, enabling us to rapidly bring advances to the market in technology and infrastructure that will dramatically improve the effectiveness, measurability and performance of digital media for publishers, advertisers and agencies.

As the combination of Google and DoubleClick delivers better, more relevant display ads, we're also looking forward to delivering an improved online experience to users. Because user trust is paramount to the success of our business, users will continue to benefit from our commitment to protecting user privacy following this acquisition. And our scale and infrastructure mean that users will also be spending less time waiting for web pages to load. Ultimately, we believe that by combining our advertising network with DoubleClick's display ad serving products, and by investing resources in the display ad business, we will be able to help publishers and advertisers generate more revenue. That in turn will fuel the creation of even more rich and diverse content for Internet users everywhere

DoubleClick has some very powerful banner management software that Google could share with its AdSense pulbishers. It will be interesting to see if they end up sharing this technology with their publishers and how it will all play from a publisher's perspective. The mention offering more tools for publishers in a post on the AdSense blog. You can read more discussion about the acquisition on Techmeme and Megite.

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