Wednesday, April 18, 2007

DoubleClick Acquistion All About Revenue

Surprise. Surprise. Google has acquired yet another Internet company: DoubleClick.

Ignoring the clear punctuation error at the end of the answer, this question and answer from Google's Q&A sums it up:
Q. How should this acquisition be viewed given Google's recent attention to alternate revenue streams? Is Google once again concentrating on its core advertising business?
A. The sale of advertising displayed on Google and on other sites across the web has always been the fundamental model for our business. This partnership is an obvious opportunity to expand our ads business and have a positive impact on our search users in the process?

Translation: a way for Google to make more money! There are no immediate plans to change the business model of DoubleClick, meaning there are no immediate plans to get rid of DoubleClick's profitability and turn it into another free product offering from Google.

Naturally, both Yahoo! and Microsoft are crying foul, and requesting the Federal Trade Commission look closely at this acquisition for possible anti-trust violations. And there is that ever-pressing issue of privacy.

Google and DoubleClick might very well corner the market, as it were, on user information. Of course, it is all under the guise of providing the best and most relevant ads to Web content publishers and advertisers. The Web has allowed advertisers to track audiences like no other medium, getting the goods on people that TV, radio and print could only dream about acquiring.

We all know Google flat out refuses to share information with the United States government, and fights the US government on everything. But Google also has been known to bend to the whim of foreign nations, and there is no guarantee that this growing treasure trove of information will remain secure.

Big Brother, it seems, is now a worldwide phenomenon. And has very deep pockets of information as well as money.

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