Why buy Doubleclick?
Filed Under (the PPC Book) by Jeff Hudson on 14-04-2007
Google to buy DoubleClick for $3.1B
The biggest advertising company in the world, just got bigger. Why did they buy Doubleclick? Was it for the ad serving?
No…it was for the leading affiliate company in the world, which is a business unit of Doubleclick:
Remember this ( Google Pay Per Action )
When I say leading, some people will argue with me, but this is not some scummy cpa network peddling crap ringtone offers. Performics clients are LL Bean, Bose, Fossil, Eddie Bauer, Sears, Verizon, etc.
Imagine for a second:
Bad assed ad serving (doubleclick) (check)
Biggest affiliate company (performics)
Newspaper and print ads (check)
Radio (check)
Sponsored search (check)
What’s left?
Maybe the only medium they don’t have a foothold in is Magazines?
What’s next? Google buys CondeNast?
This company is out of hand…
