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Google is said to be considering DoubleClick for $2 billion

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."

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Lets clarify
By dgresko on 4/6/2007 11:22:57 PM , Rating: 2
Why is this all important? Well, why do you think the majority of internet space and the services provided are free? The online ads that companies run are the reasons sites like this one, yahoo, CNN, and most others are free to view or use. Not just that, but these ads reach millions upon millions of users and they generate a ton of cash. If Googgle buys Doubleclick, they will at least take over all corp. accounts...and thats huge in iteslf. If MS takes over, it will now have a newer way to advertise and will give them quite the boost in revenue. Either way, whoever buys the ad firm gets serious bling.

Companies like Doubleclick are all opt in companies and opt in companies are legit ad companies. The power of what they do is not in posting an ad but in tracking how effective the ad was. This is all done via GOV controlled practices and nothing of a personal nature is ever collected. These companies have huge insight into how ads are best deployed for maximum ROI, and thats why whoever buys the ad giant reaps serious cash in the long run.

People need to educate themselves on the differences between spam merchants and legit online ad companies. With a little research its easy to see why such a purchase is just good sense for any established company wishing to grow using quick and established technology.

"So, I think the same thing of the music industry. They can't say that they're losing money, you know what I'm saying. They just probably don't have the same surplus that they had." -- Wu-Tang Clan founder RZA
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