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DoubleClick Articles

Bell Deja Vu: Is It Time To Break Up Google?

Since Google’s surprise (and staggering) acquisition of DoubleClick, the most unlikely of trustbusters (Microsoft and AT&T) have emerged. Though their complaints may seem opportunistic and hypocritical, they may be on the money with the level of control the deal gives Google. Smaller entities are chiming in as well, suggesting it may be time to do with Google what was done with the baby bells.

Did Doubleclick Turn Down Microsoft Money?

John Battelle reports that Microsoft was actually offering more money than Google was for Doubleclick and that Doubleclick went with Google anyway.

DoubleClick Turned Down Microsoft’s Higher Bid

The irony of Microsoft crying antitrust in the Google/DoubleClick buy is starting to make more sense: it may be sour grapes, and a regulatory approach may free up DoubleClick for themselves, or at least stop Google from cornering the market.

Google Plus DoubleClick: Truthiness and Trustiness

The Google Acquisition of DoubleClick has Microsoft and AT&T screeching "Monopoly!" to the US Department of Justice (DOJ) Antitrust division. In a video interview with John Batelle at WebProNews last week, Google CEO Eric Schmidt responded to a comment from Batelle about "anti-competitive practices" by reacting in what seemed like mock surprise. "Microsoft! … AT&T?

Protests Begin Over Google’s DoubleClick Buy

A trio of privacy advocate organizations have petitioned the Federal Trade Commission to block Google’s $3.1 billion purchase of ad network DoubleClick, citing concerns about the information Google would control.

Schmidt Defends DoubleClick Buy, Net Neutrality
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At the Web 2.0 Expo in San Francisco, Google CEO Eric Schmidt spoke with Federated Media’s John Battelle to discuss Google’s purchase of DoubleClick, Network Neutrality, and the company’s seemingly aggressive movement into Microsoft territory with the release of a new PowerPoint-like web application.

Performics: Another Part Of The DoubleClick Deal

Google wants to buy DoubleClick, which owns Performics. Pending government approval of the deal, Google’s ownership of a large SEO firm with prominent brand-name clients has created some buzz.

Opposition To DoubleClick Deal Oddly Timed

The chorus of calls for antitrust review of Google’s $3.1 billion purchase of advertising network operator DoubleClick comes at a very early time in the process.

Marketers Should Care About Google’s DoubleClick Deal

For those of you who turn off your computers on the weekend, you should know that Google announced Friday that it spent over $3 billion to acquire DoubleClick, of banner ad network fame. You can read from other people what this means from Google’s point of view—I don’t think that is very important to marketers. So what is important about this to marketers?

Looking at DoubleClick’s Past
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Google News Archive search is a nice way to recap coverage of a person or company throughout the years. Here are bits and pieces of past DoubleClick coverage.

Has Google Crossed the Line?
As I just posted on the InsideMicrosoft blog, Microsoft has issued a statement suggesting the government get involved regarding Google’s purchase off DoubleClick, and be concerned that Google is building a competition-averse monopoly. As reported at Paid Content, Yahoo and AT&T are also raising concerns (all tried to buy DoubleClick and were vastly outbid by Google), especially about the fact that combined, Google and DoubleClick will own 80% of publisher advertising services.

Microsoft Complains About DoubleClick Deal
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Allowing Google to acquire advertising network operator DoubleClick would create an imbalance in the online ad market, and Microsoft thinks the deal should be quashed by regulators.

Google DoubleClick: Quotes & Facts

The purchase of DoubleClick by Google is the most interesting purchase by a search engine since Yahoo’s acquisition of Overture. Google’s cash and willingness to spend it is astonishing industry observers and its search competitors, especially Microsoft and Yahoo. Below is a compilation of quotes and facts that illustrate the impact of this deal:

DoubleClick Goes To Google For $3.1B

Online advertising network DoubleClick will become part of Google in an all cash deal valued at $3.1 billion, giving Google a big third-party ad serving network.

Ad Exchange Market Heats Up

It hasn’t been a secret in the industry that Doubleclick is working on an ad exchange that’s something along the lines of what we do at Right Media.

Google Joins Doubleclick Bidders

As we talked about last week, Doubleclick is for sale and Microsoft was thought to be the leader in the clubhouse to buy the advertising company.

Google Adds To DoubleClick Intrigue

The biggest Internet players have at least a passing interest in DoubleClick, an online advertising network that reaches hundreds of websites, and they could be willing to overpay for it for a variety of reasons.

Consumers Pay More Attention To Video Ads

Here’s a stat you’ll find interesting: people are twice as likely to press the "Play" button on a video ad than they are to click a standard JPG or GIF ad. The bad news: they only watch two-thirds of the ad. But they did press "Play."

The information comes from a recent study conducted by digital marketing company DoubleClick.

The study of 300 participants over a six month period showed that consumers were much more interactive with video ads, which makes DoubleClick assume the format is very effective.

Microsoft Exec Thinks DoubleClick Buy Is Risky

That Microsoft is thinking of acquiring online advertising company DoubleClick has been the gently vibrating buzz all week. A Microsoft executive, though, says a deal is unlikely.

The buzz seems likely generated by the PR machine, for as soon as I heard about it from a surprising tipster, everybody else seemed to have heard about it as well, bloggers and reporters alike. Let the speculation begin: nothing like a little buzz to justify a $2 billion asking price.

MSN to Acquire DoubleClick?

Reports have surfaced that MSN may be eying Manhattan based online advertising firm DoubleClick which is worth about $2 billion.

Is DoubleClick for Sale Again?
It’s been just under two years since internet advertising powerhouse, DoubleClick, was bought for $1.1 billion. Now, according to the WSJ (sub), it’s once again looking for a new suitor.

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