DoubleClick? Have you heard of it? Few months back, I wrote about Google spending spree, where Doubleclick is one of many companies that bought by Google . Well, DoubleClick, Inc. is a leading online ad-serving and tracking firm which provides technology, and data products and services for advertising agencies, marketers, and Web publishers to plan, execute, and analyze marketing programs. Connection with Google? Though Google earns a whole lot more than Double Click by over 20 times of the profit, they are willing to pay $3.1 billion for DoubleClick, when the company could go for $2 billion.
What Google sees in DoubleClick is an opportunity, Google is focusing on search engines and DoubleClick has vibrant advertising business for banners, videos, and other so-called display ads often intended more to promote brands than to generate immediate sales. This would then help Google in the display advertising market.
Nope, not yet, Google has not yet closed the deal here, it has to get the clearance from both U.S. antitrust and European Union’s antitrust commissions. They’ve got a go from the U.S. regulators, but not yet from European Commission. The review deadline is on Apr 2, we’ll need to wait by then.
Any impact on us? I’m not sure on that.. but both companies seems to compliment each other, and the merging could create 1 huge entity that could dominate the internet advertisement. Google looks unstoppable, especially after getting the clearance from the US, but could this impact EU decision towards them?
As an Adsense publisher, I’m always looking for a better opportunity to earn more and more. So if this benefit most of us, why not let the deal roll on? But I believe, there are more important things behind this deal, which delay the merge process such as monopoly or data privacy issue, more than the money!!
