Google and DoubleClick

Using search engines like Yahoo!, Google or Bing allows web surfers to find what they’re looking for with the click of a mouse. Type the word that describes your search, click enter, and the Internet opens up. Modern technology has enabled these engines to use searches as an advertising tool. Type in “gardening” and one is sure to find several advertisements for gardening products and a list of related websites. A big push for this merge of advertiser and search engine occurred in 2007 when Google bought DoubleClick.
DoubleClick provides ad serving. What is ad serving? Ad serving is “the act of serving, or delivering, ads to websites” (Kinnier, 2007). There are two products ad serving offers, publisher and advertising-agency. Ad serving helps publishers decide when and where to place an advertisement on websites. If one is using a search engine to find a new bicycle, the search engine will display a list of related websites. DoubleClick will help publishers find the most appropriate time and place to put their ad on one of those sites.
For advertising-agencies, DoubleClick helps track the effectiveness of the agency’s ads. This function is crucial, as “real-time performance reporting enables advertisers and agencies to change the content, and timing of ads almost on the fly” (Kinnier, 2007). DoubleClick is valuable to Google for many reasons.
DoubleClick allows Google to have a productive advertising system. Advertising agencies can use Google to promote products in an efficient way, while keeping track of how effective those promotions are. Everyone benefits from this system. Google attracts more advertisers, advertisers have productive promotions, and consumers receive an easier way to find they’re looking for. Since 2007, more search engines have adopted similar systems to DoubleClick, because of Google’s huge success.

Source:
Kinnier, A. (2007, June 26). [Web log message]. Retrieved from http://googleblog.blogspot.com/2007/06/why-were-buying-doubleclick.html