Thursday, June 28, 2007

Double Trouble

There's an excellent history of the online advertising industry, as part of Google's explanation of why they bought DoubleClick, essentially adding their ad sales network to DoubleClick's ad serving network.

As well as giving Google a significant foothold in another key area of the online ad industry, it also gives them access to DoubleClick's agency relationships, to capture both the short and the long tail of the ad industry. Smart move.

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