Google-DoubleClick: The next phase | Tech news blog - CNET News.com
Now that Google has acquired DoubleClick--the display advertising feather in its proverbial cap--it's time to see if the hat fits.
The $3.1 billion acquisition, which finally closed last week upon European regulator approval, gives Google a much needed boost in the market for display advertising.
Google's AdSense serves up pay-per-click text ads to Web sites within its publisher network, while DoubleClick, which markets a product called Dart, places banner ads on Web sites. DoubleClick also runs an advertising exchange and a search-engine marketing business called Performics.
There are some basic conflict-of-interest questions with some of the additions to Google. As the largest search engine, Google has kept its distance from search engine optimization, or SEO, which is the science of increasing a Web page's rankings in search results. But with Performics, Google owns an SEO company.
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