DoubleClick

  • Microsoft: Display ads more effective

    By Yi-Wyn Yen

    Last month Google's chief economist Hal Varian discussed the durability of the search giant's business model during the company's quarterly earnings call. "During periods of slow economic growth, the last thing an advertiser wants to cut is its spending on search-based advertising," Varian said.

    In other words, display advertising (the flashy and creative side of the business) will take a bigger hit than paid search (the directly-targeted and accountable MORE

    - Aug 8, 2008 1:41 PM ET
  • Google wins approval for DoubleClick deal but faces EC challenge

    By Yi-Wyn Yen

    The Federal Trade Commission cleared Google's purchase of DoubleClick Thursday morning, bringing the search giant one step closer to closing the $3.1 billion deal.

    After reviewing complaints from Microsoft (MSFT) and AT&T (T) that Google's acquisition of  DoubleClick, which serves graphical ads, would create a monopolistic ad company, commissioners voted 4-1 in favor of Google. The antitrust regulators argued that despite Google's (GOOG) powerful hold in paid search and MORE

    - Dec 20, 2007 11:25 AM ET
  • Privacy concerns dog Google-DoubleClick deal

    By Yi-Wyn Yen

    The European Commission on Tuesday declined to greenlight Google's $3.1 billion acquisition of ad network DoubleClick because of competitive concerns. But the issue that could cause Google trouble with United States regulators is privacy.

    Analysts point to the opposition the deal has generated because DoubleClick, which tracks individuals' online activities to serve them display and banner ads, can provide Google (GOOG) with much more detailed data on MORE

    - Nov 14, 2007 5:03 PM ET
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