January 31st, 2008FTC shows green signal to Google doubleclick deal
The Federal Trade Commission finally approved Google’s $3.1 billion acquisition of Internet ad server DoubleClick after eight months of review for possible antitrust violations. But the deal has yet to be signed by the European commission. Google being the most popular search engine also has a lock on the Internet text ad market with its AdWords and AdSense programs. Doubleclick dominates in the third party banner ad server market. The advantages of the Google-DoubleClick deal:
1. With the doubleclick acquisition, Google will have a very powerful influence on the overall Internet advertising market to the loss of both content publishers and advertisers, big and small. Size is considered as the junk e-mails received everyday tells the story.
2. Google’s doubleclick deal will give access to enormous amount of confidential data of both publishers and advertisers giving it greater power.
3. The saturation of ad is causing click through rates for text ads to trend lower and because of this the pressure on Google to maximize revenues from its assets is increasing. Unlike Microsoft which has a more diversified revenue stream, Google on the other hand is a one-trick pony i.e. it generates revenue from text ads. If Google wants to rise up revenues then it would be to try a bundle or engage in tying of course only with the selfless motive of benefiting consumers, publishers and advertisers. When Window’s operating system was bundled with Microsoft’s internet explorer it was finito for the Netscape browser.