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8 Why did Google acquire All about Google

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8


Why did Google acquire DoubleClick ?
• In 2007, Google acquired DoubleClick, one of the world leaders in display
advertising :
To position itself on the banner To reach for highly popular
market websites

Google « moves up » the long tail Market shares of main online
of advertisers advertisers in relation to website
traffic 1
Ad budget per
advertiser Advertising < 100k 100k- >1Mon
houses UV2 1M UV2 UV2
Banner Market

Adbrite 4,1% 4,9% 0,5%

Text ad market AOL 1,9% 6,5% 5,7%
DoubleClick 9,1% 29,9% 48,0%
Google 71,4% 41,6% 15,8%
advertising
Traditional




MSN 6,6% 6,3% 12,8%
market




Yahoo 4,7% 7,3% 16,5%

Number of advertisers


Google acquired DoubleClick to gain an expertise (display) and global market
shares (highly popular websites)
1 www.attributor.com/blog/2008/03/ 2 Unique Visitors ..…….

December 2008 • Everything you always wanted to know about Google… • 15

Publicado en: Tecnología, Empresariales
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