Google-DoubleClick Deal Could Help Small Web Publishers
"Billion" ... with a B.Google's purchase of ad management firm DoubleClick opens the door to a host of online advertising possibilities. Unfortunately, I don't possess the brain power or expertise to offer a legitimate analysis of this deal, but from an independent publishing standpoint I look forward to seeing how Google combines its AdSense/AdWords expertise with this massive new acquisition.
AdSense is one of the Web's true success stories, both for Google and for the thousands (millions?) of independent publishers who use it to off-set their publishing costs. In some situations, independent publishers have parlayed AdSense money into a legitimate revenue stream.
Google's history of acquistion and absorption is where the real intrigue lies. A couple years ago I looked into Urchin as a logging/traffic analyzer but determined its monthly costs were far too high. But when Google acquired Urchin and turned it into the free Google Analytics I suddenly had exactly what I needed. If Google releases a scaled-down version of DoubleClick's DART service, myself and many other independent publishers may suddenly have access to a robust, enterprise ad management tool.
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