Now that the Google-DoubleClick deal has been approved by European lawmakers, the on the web giant has finally taken control over one of the most important display advertising firms in the world. And while some are calling this a great day for Google, I’m not so quick to concur.
What, exactly, makes this such a great day for Google? Is it because it can solidify its position as the world’s premier on the web ad firm? If so, I thought it already was: Google’s total share of online advertising revenue before the DoubleClick deal was over 60 percent and no company was even close. If it wasn’t that, was it because Google finally had a leg up in the display ad business where it has floundered for years? Possibly. But taking into account that DoubleClick only generated about $365 million in revenue last year, I just don’t think this is a major step forward for the company.
I simply don’t know how anyone can state the Google-DoubleClick deal was good for Sergey, Larry, and Eric. And if you look at the numbers and what Google is actually adding in this deal, it looks even worse.
If you ask me, Google made a mistake.
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source The Digital Home
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