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Google-DoubleClick Merged: Now What?

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Mar 24, 2008 

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Sarah Novotny  |

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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?

Tags: Acquisition, advertising-exchange, banner-advertising, display-advertising, doubleclick, Google, interactive-advertising, Merger, online-advertising-network, Profit, revenue, search-engine-advertising, search-engine-marketing and stock

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