Fall-out from Google’s acquisition of DoubleClick
It has been one year since Google announced it would fork out a mammoth $3.1 billion to acquire Double Click – and one month since the deal finally closed.
In March, following a drawn-out battle with Microsoft, Yahoo and privacy advocates, Google got the green light from European regulators. Finally, the search giant can plot the course for the DoubleClick’s paid ad-serving offering. As yet, despite the rumours flying around, Google hasn’t revealed its full intentions.
And they certainly aren’t saying anything about what their plans are for including DoubleClick data on the Google Analytics dashboard.
I think there are huge opportunities for Google to use the deal to cement Google Analytics’ position in the marketplace.
Just think: if Google integrates DoubleClick’s ad-serving and bid management platforms with its free web analytics tool and AdWords dashboard, two very significant traffic-generation methods will be available for analysis in a single solution.
It would be great news for marketers that include online advertising and search marketing in their mix – which almost everyone does these days.
Google Analytics is likely to be the solution of choice for most small to medium businesses – which make up about 95% of Australian businesses. By integrating the ad-serving platform into their analytics dashboard, it will broaden its appeal at the big end of town, too.
[...] releases throughout 2007 and up to March 2008 that offer a range of new features. Google also recently acquired DoubleClick, which is sure to strengthen Google Analytics’ [...]