It might have been lost in all of the fun that is Friday the 13th, but looks like Google is on the M&A path again - this time
scooping up DoubleClick. I'm actually a bit surprised it took them this long to make a significant move into the bid management space, but let's take a look at the deal:
- $3.1B in cash - yes, cash.
- DoubleClick is one of the leaders for display and search marketing bid management technology
- Plugs Google into Agencies that much more
- Allows Google to better optimize their own display network which really hasn't been performing that well (at least from personal experience)
The real question I have here is whether or not Google Analytics will somehow get plugged into this as well which would allow Google to offer a complete end to end solution for advertisers. Whether you were running display or search - they would then have all of the tools you would need to become successful. Plus when you look at all the new features they continue to roll out for managing search campaigns - it is only a matter of time before a robust integrated solution is launched as well.
Good for Google I say.....and good for DoubleClick - now don't go spending your billions all at once kids!
--Da Search Zombie.
1 comment:
Remember when Google parties used to be really good? The last couple of years tehy have started to scrimp on them a little. Now I know where all their cash is going!
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