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Double Google Click!!

by David Brooks | 12.03.2008

As I’m sure you’ve all already seen, Google have been looking into buying Double Click for a while now, well we have just recieved an email letting us know that its now final and Google have closed the acquisition of Double Click. Below is the email we recieived:

“Dear Valued Client,

As you may have heard, Google closed the acquisition of DoubleClick today.

I wanted to personally share with you our initial plans now that our businesses can join together.

We’re very excited to be able to combine DoubleClick’s industry expertise and market leadership with Google’s technology and resources for serving agencies and their clients. We are focused on uniting search and display online metrics and on improving the measurement and execution of media campaigns.

We wanted to immediately address some of the specific implications of the acquisition, so we have a few FAQs below to give you more insight into our partnership with Google and plans for the future. For now, the offerings and services will not change and you will still work with the same great DoubleClick team. As decisions about business integration and products are made we will not only keep you informed on the progress, but also solicit your feedback. Our top priority is to continue to provide you with the highest level of service.

We hope to speak with you soon regarding any questions or concerns you may have and we look forward to working with you during this exciting time!

David Rosenblatt

1. Will you continue to support my DoubleClick products and services?

DoubleClick has built its business by providing best-in-class service to customers. We are committed to maintaining those service levels as the two companies combine. And we are committed to better addressing your needs as we combine resources and develop enhanced solutions in the future.

2. Does anything change in my ownership of my data?

Data confidentiality remains a DoubleClick and Google priority. We will fully honor our client contracts that govern the use of the data, and have no plans to change the limited use provisions set forth in those contracts.

3. What are your plans going forward?

Ad serving encompasses a set of critical technologies that will get more support and resources after close. The combined company’s goal is to build on DoubleClick’s products and services so that they scale for the future. We are committed to building a true end-to-end solution that gives agencies more efficiency, scalability and profitability. The DoubleClick and Google product teams will work closely over the next few months to build a plan for delivering next generation ad serving.

DART tags will be introduced into the Google content network. After close, Google will begin testing DoubleClick’s ad serving products to pave the way for the acceptance of DART tags in the content network. The testing will begin on a small scale and expand over the course of the next year. We look forward to sharing more and to working with you to maximize the potential of the network.

Together we will work to connect search and display campaigns, realizing the promise of truly integrated campaigns.

The combined groups will work to create new opportunities for clients in areas such as creating a dashboard across all channels, innovations that enable improved optimization and solutions for leveraging emerging channels.”

So what does this mean for the users of DoubleClick? Well i think what first comes to mind is a more Google based DoubleClick. As you can see above the first thing they will do is to introduce Dart Tags into the Google Content network, they also talk about connecting search and display campaigns which is my personal favourite! It’ll be very interesting to see what else comes out of this in the near future, so we’ll keep you updated.