Google-DoubleClick Merged: Now What?
ADOTAS — The beat goes on in the seemingly endless Google/DoubleClick saga. While layoffs are looming (Google’s CEO Eric Schmidt said as much in a blog post) it’s still unclear how Google will utilize DoubleClick’s display advertising dominance.
The $3.1 deal officially closed last week when the European regulators finally rubber-stamped the merger, and observers have been waiting with baited breath for the search titan’s next move so they can figure out what theirs will be. How will Google’s AdSense and its pay-per-click ads work with DoubleClick’s Dart and its banner ads – not to mention its advertising exchange and search-engine marketing shop Performics?
Apparently, industry vets are ready to exhale and CNET was there to gather their breathless analysis.
A few standouts:
The deal “cements Google’s position as ‘frienemy’ with major publishers,” Jim Barnett, chief executive of Turn, an interactive advertising market, told CNET.
“A lot of DoubleClick’s customers consider Google a competitor,” Frank Addante, chief executive of The Rubicon Project, told CNET. “Now, if Google owns all the technology they have access to that data, they know what’s being bought and sold. It puts customers in a tough situation.”
Addante added that the two companies don’t project even vaguely similar images or cultures, which adds to the general confusion. He likened Google staffers to “Silicon Valley geek types” while DoubleClickers exuded a “Madison Avenue hipster” vibe. “Display is more brand advertising, more emotional. I think it’s going to take Google some time to learn that side of the business because they’re so data driven,” Addante said.
Also: will they want to go see the same bands after work? And if so, will DoubleClickers steal Googlers’ pocket protectors, give them noogies and call them “four-eyes” in front of all the pretty girls at the show?
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More News
Features
- Automakers Need to Become Better Conversationalists July 2nd 2009
- Affiliates can win in the media buy game July 2nd 2009
- Crowd-Sourced Ads: A Measured Response June 28th 2009
- Is the government coming for you? June 28th 2009
- Customer Loyalty: How to Earn It June 25th 2009
Latest News
- Readers weigh in on ATT, ad networks and the iPhone July 2nd 2009 ADOTAS — In our weekly poll, readers overwhelmingly said that [...] more »
- Hiring, promotions, location, partnerships and product news July 2nd 2009 ADOTAS — Internet Oldtimers Foundation, Jumptap, eXelate, Kampyle, The Digital [...] more »
- OPA large ad units unfurl across the web July 1st 2009 ADOTAS — The Online Publishers Association said a group of [...] more »
- Email spam in June worst since 2007 July 1st 2009 ADOTAS — MessageLabs Intelligence released its numbers for June, and [...] more »
- Joost becomes YouTube roadkill, starts layoffs July 1st 2009 ADOTAS — Despite reworking its technology to work in a [...] more »
- Ad networks, not websites, choked on Michael Jackson news July 1st 2009 ADOTAS — The news of the pop star’s death saw [...] more »
- StrongMail doubling down on social media, buys PopularMedia July 1st 2009 ADOTAS — StrongMail has announced that it acquired PopularMedia, a [...] more »
-
Loading ...
Spotlight
Trust Me – I’m a Professional … SEOADOTAS — At WebMetro we typically provide SEO Action Plans as part of campaigns. As the name implies, an SEO [...] more...
Reader Favorites
Layoff Tracker
- AOL - 700
- Apple - 50
- Clear Channel - 2,800 total (1,000 currently)
- Google - 340
- IBM - more than 7,800
- Joost - about 90
- MySpace - in June, about 720
- World Avenue - 30 percent of workforce
- Yahoo - 2,220 total, about 700 currently
- Zango - closes, about 90, in addition to earlier layoffs
Classifieds
Recent Comments
- minnickup: Hello, I found your forum is www.adotas.com after I have been surfing the internet to be
- Josette Davids: Great article and an amazing time was had by all at this event. I'm an
- Mike Poserina: There is also a tragic flaw rumored in Bing's ad placement engine. When resolved,
- Andy: Erin, Never mind the commenters who can only see the negative side of things. I thank you
