When Google decided to push forward into expanding its
advertising portfolio, it definitely wasn't just testing the waters. Today
reports surfaced around the Internet that Google is in talks with
long time online advertisement house DoubleClick. What makes the talks
between Google and DoubleClick more critical is that Google isn't just the only
one with its eyes on the advertising firm. According to several reports, AOL,
Microsoft and Yahoo are also in talks with DoubleClick's top management.DailyTech last reported that Google
announced its official push into video game advertising with the purchase
of Adscape. The company launched a campaign to start pushing its AdSense and
AdWords programs into video games.
With online games being released on consoles on an
increasing basis, this also would make it easier for Google to approach console
developers. Gamers have voiced their opinions about in-game advertising before
and indicated that they were displeased with the movement, saying it detracts
from the "reality" of the game.
Analysts are expecting the selling price for DoubleClick to reach as high as $2
billion USD with Google in the talks. Industry insiders indicated that Google
is still developing its own advertising services, but said that Google would
not stand to let Microsoft take over control of one of the oldest and widely
used advertising firms.
According to search engine expert John Battelle, Microsoft
is a big threat to Google's advertising space. "It's a major risk to
[Google's] business to force advertisers to change behavior -- it needs a
third-party ad serving solution."