It seems that online advertising is the most revenue generating business in the Internet marketing. Perhaps that is why Internet giants are grabbing online advertising tools like hot cake.
According to the BBC news Time Warner's AOL internet division is buying the social networking site Bebo for $850 million (£417million) in cash. And now news is that Google is going to acquire DoubleClick for $3.1 Billion.
The outcome of the combination of Google and DoubleClick would be worth watching as both are the biggest players in online advertising. Their advertising styles are different. Google's AdSense business is algorithm-driven and is based on clickable links, whereas DoubleClick places targeted banner ads on sites like MySpace, The Wall Street Journal and America Online.
The move is also a big setback for Microsoft and other potential suitors like Yahoo and AOL. The DoubleClick acquisition may result in one of the significant deals because it was the pioneer in online advertising.
Using DoubleClick's services Google would extend the reach of its AdSense network, which now includes DoubleClick's DART for Publishers product.
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