tag:blogger.com,1999:blog-6569681.post8025318592172884525..comments2024-01-15T13:17:33.771-08:00Comments on Geeking with Greg: DoubleClick on GoogleGreg Lindenhttp://www.blogger.com/profile/09216403000599463072noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-6569681.post-82172726517416333732007-04-17T05:00:00.000-07:002007-04-17T05:00:00.000-07:00Hi, MB. Good point on the potential of personaliz...Hi, MB. Good point on the potential of personalized advertising. It is true that I have writing about personalized advertising quite a bit in the past (e.g. <A HREF="http://glinden.blogspot.com/2005/05/personalized-advertising-on-findory.html" REL="nofollow">[1]</A> <A HREF="http://glinden.blogspot.com/2005/11/is-personalized-advertising-evil.html" REL="nofollow">[2]</A> <A HREF="http://glinden.blogspot.com/2005/10/google-wants-to-change-advertising.html" REL="nofollow">[3]</A> <A HREF="http://glinden.blogspot.com/2004/09/behavioral-targeted-advertising.html" REL="nofollow">[4]</A> <A HREF="http://glinden.blogspot.com/2005/06/content-should-find-you.html" REL="nofollow">[5]</A> <A HREF="http://glinden.blogspot.com/2006/01/microsoft-adlab-and-targeted-ads.html" REL="nofollow">[6]</A> <A HREF="http://glinden.blogspot.com/2006/05/behavioral-advertising-buzz.html" REL="nofollow">[7]</A> <A HREF="http://glinden.blogspot.com/2006/08/amazon-omakase-and-personalized-ads.html" REL="nofollow">[8]</A>).<BR/><BR/>I suppose it is possible that interest in DoubleClick's data (clicks on ads by specific users) and DoubleClick's targeting technology could have been a factor in this deal, but I doubt it was a major one given that DoubleClick's advertising revenue is so much smaller than Google's and that Google has its own behavioral targeting efforts.<BR/><BR/>I think this DoubleClick acquisition is more about strategic value than data or technology. It appears to be mostly a defensive move, an attempt to slow Microsoft down.Greg Lindenhttps://www.blogger.com/profile/09216403000599463072noreply@blogger.comtag:blogger.com,1999:blog-6569681.post-4376636619062741272007-04-16T20:30:00.000-07:002007-04-16T20:30:00.000-07:00Greg,I came to your blog to get your take on the D...Greg,<BR/><BR/>I came to your blog to get your take on the DoubleClick deal because you always see the personalization angle.<BR/><BR/>You've been pretty critical of Google's personalization efforts to-date, and rightfully so. But isn't DoubleClick really the ultimate personalization opportunity?<BR/><BR/>DoubleClick has tried for years to personalize banner ads based on the doubleclick.net cookie, to tailor ads based on sites the user has visited in the past.<BR/><BR/>But sites the users has visited doesn't expose the user's intentions like search keywords do. And search keywords can be ambiguous without the context of sites visited.<BR/><BR/>Seems to me that the giant price tag is all worth it if Google can merge the user's browsing patterns with search activity to infer interests and intentions.<BR/><BR/>If Google and DoubleClick can crack that nut while maintaining transparency and privacy, they can print money.<BR/><BR/>I don't know if it's possible, to do all that while respecting privacy. With your insights into personalization techniques, I'd love to hear your thoughts.mbhttps://www.blogger.com/profile/01888886220370104819noreply@blogger.comtag:blogger.com,1999:blog-6569681.post-91983569950282779862007-04-16T12:43:00.000-07:002007-04-16T12:43:00.000-07:00Banner advertising has never been extremely effect...Banner advertising has never been extremely effective, either for advertisers or for publishers. The growth in display advertising over the last 5 years is nothing compared to search/contextual advertising.<BR/><BR/>So Google is not buying DoubleClick to get a piece of that business. They did so in order to:<BR/>— change their creative<BR/>— reach new publishers<BR/>— broaden their data stream<BR/><BR/>(I expand on those reasons at my blog.)<BR/><BR/>This all about profiling and monetizing those profiles with relevant advertising. They know much more about each one of us than you think. The next obvious step for Google was display advertising, and if they can build a long-tail of display advertisers like they did with keyword/text advertisers, while leveraging their profiling data and auction bidding system, they can make a ton more money for themselves and publishers.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-6569681.post-18590796759208514622007-04-16T10:45:00.000-07:002007-04-16T10:45:00.000-07:00>>I foresee problems down the road as these two be...>>I foresee problems down the road as these two beasts mash together to try to bear useful offspring.<BR/><BR/>Its acquisition and not the merger.<BR/>Strategic move by google. <BR/>Google got the edge!Mahanteshhttps://www.blogger.com/profile/13138390807842892977noreply@blogger.com