2. What is DoubleClick? provide ad management and ad serving solutions to companies that buy, create or sell online advertising. world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses deep expertise in ad serving, media planning, search management, rich media, video and mobile DoubleClick products help customers execute their digital media strategy more effectively.
3. Why is Google interested in acquiring DoubleClick? (1/2) DoubleClick's products and technology are complementary to Google’s search and content-based text advertising business, and gives them new opportunities to improve online advertising for consumers, advertisers and publishers. Historically, Google has not allowed third parties to serve into Google's Ad Sense network, which has made it hard for advertisers to get performance metrics. Together, Google and DoubleClick can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.
4. Why is Google interested in acquiring DoubleClick? (2/2) By combining Google's infrastructure with DoubleClick's knowledge of agencies and publishers, they can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising. To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers – but a good portion of it goes unsold. Google thinks the combination of DoubleClick and Google will help these publishers succeed by monetizing their unsold inventory.
5. How does the DoubleClick's DART and Boomerang advertising network operate?(1/3) DoubleClick is in the ad-serving business and has two primary products. DART for Advertisers is an ad server that gives advertisers/agencies the tools to plan, deliver and report on their online ads. DART for Publishers gives publishers the tools to place ads on their site, optimize them, and assess placement to make the best use of their ad inventory
6. How does the DoubleClick's DART and Boomerang advertising network operate?(2/3) For the most part, DoubleClick is paid by advertisers and publishers to serve and report on ads. These are two vital and interrelated functions. Allowing agencies and advertisers to deliver ads in the right context and monitor their effectiveness maximizes the return on investment for a given ad or campaign. Ultimately, this leads to better and more relevant ads for the consumer.
7. How does the DoubleClick's DART and Boomerang advertising network operate?(3/3) 1. Create. Use org. existing DART for Publishers ad tags to build audience segments that align with site’s most valuable content areas. Boomerang for Publishers’ intuitive user interface makes it easy to map audience segments to your site’s inventory hierarchy. 2. Build. Audience segments begin populating immediately after creation. Users are assigned to audience segments in real-time as they browse the website. 3. Sell. Defined audience segments appear directly in DART for Publishers, allowing owner to easily traffic, forecast, and report for other targeting criteria.
8. What steps does DoubleClick take to protect the privacy of Internet users and are these provisions sufficient? Transparency – provide detailed information about advertising policies and practices. Choice – offer innovative ways to view, manage and opt-out of advertising cookies. No personally identifying information – don’t collect or serve ads based on personally identifying information without permission. http://www.google.com/privacy/ads/
9. What impact will the Google acquisition have on privacy concerns? (1/2) Raises questions about how much personal information would be collected by Google, already a dominant player in online advertising. Google’s purchase of DoubleClick would combine the two largest online advertising distributors and thus “substantially reduce competition in the advertising market on the Web.” “Observe and capture consumer information on an unprecedented (extensive) scale.”
10. What impact will the Google acquisition have on privacy concerns? (2/2) Bradford L. Smith, Microsoft’s general counsel said, “For many of these new Web services, it could be that the advertising-supported model is the predominant business model. The danger here is that Google could be in a position to pick winners and losers.” The combined companies will have a stranglehold on the market for distributing ads to Web publishers. http://epic.org/privacy/ftc/google/
11. How has Internet-basedadvertising changed over the past decade? According to the Internet Advertising Bureau, Internet-based advertising revenues in 2001 was $7.2 billion and has grown to $16.9 billion in 2006. At present (last checked on April 13, 2011), it has reached $26 billion which is 15% increase from 2009. Around 2000, the talk was merely banner ads. Now contextual text advertising is all the rage, as well as video ads, mobile ads, social media ads, etc. http://www.iab.net/resources/adrevenue/p… http://www.iab.net/resources/adrevenue/p…
