LYCOS RETRIEVER 
Doubleclick
built 200 days ago
An anonymous reader writes "Here in the US, the Google purchase of Doubleclick is old news. Despite a few hiccups, the news of April and May seems well in the past. In the European Union, though, the discussion begins anew again as Google seeks permission from EU antitrust regulators. The Commission has already sent questionnaires asking competitors and customers what they think about the deal. Google has already filed with the U.S. Federal Trade Commission and with the Australian competition regulator.'"
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As expected, Google's $3.1bn acquisition of Doubleclick is facing government scrutiny. But the government inquiry into the deal -- which would combine the dominant search engine in the US with the biggest middleman for graphical ads -- is to be led by the Federal Trade Commission, rather than the Department of Justice, according to the New York Times. more
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Doubleclick had such a huge advantage because they had a lock on both sides of the business with DFA and DFP. What’s really interesting is that Atlas bought Accipiter a few months ago, bringing the first real competition to that 360-degree publisher-agency combo. The integration has been slow, but money and focus could fix that. A real combined agency/publisher solution would be a huge threat to DoubleClick’s value - particularly if those major DoubleClick publishers started moving away from DFP in a hurry. The agencies would likely follow. If I were in charge of Atlas right now, I’d see this as a huge opportunity and leverage the farm to take advantage of it. Start by making integration hooks with all the existing major ad servers you can find to ease delivery and reporting from Atlas to the publishers….
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These next patent applications were developed by L90, Inc., and Frank Addante has the the story of how Doubleclick now has them now in Startup 3.0: Internet advertising is good. No, it’s bad. Oh wait… it IS good!
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In an interview with Doubleclick's chief executive, in today's Wall Street Journal, there's some interesting data. David Rosenblatt, in the process of selling the online advertising broker to Google, says there are only about a hundred big advertisers experimenting with online video commercials. That compares with up to 5,000 buyers of graphical ads on the web, and a full million buying text ads on Google and other search engines. To be sure, those marketers experimenting with online video spend way more than average; but it's a measure of the nascency of the new market.
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Doubleclick started out as a division of the Poppe Tyson advertising agency, but seems to have really gotten going after a merger between that division and the Internet Advertising Network, created by Kevin J. O’Connor and Dwight Merriman. The patent filings I’ve listed have one or the other or both listed as inventors.
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