So yet again Google wins. Was this a local company soccer match - No! It was a contest by the heavyweights of IT to grab influence and market share!
Google buys Double Click for a ‘lot’ of cash.
Does it matter? That depends how Google lets Double Click move forward but it would seem likely that it will mean that Google has taken another big step in its march to be the most dominant influence in anything to do with advertising anywhere. Although Double Click is not the largest player in the market, it is significant that Google has reigned supreme because it would have been a very useful acquisition for Microsoft who have a lot of catching up to do in this field.
The other consideration is how will this effect publishers who thought that up to now dealing with Double Click gave them the ability to say that they were not totally reliant on Google? We are not saying it is bad to rely on Google - but any business that relies on just one suppliers for a business critical service can expect that at sometime that supplier will try to take advantage of that position.
We shall see………..
Team UKn
This is the first post on the new Ultra Knowledge Blog which is launching alongside the new version of the UKn Website.
We will be posting company news and also items that we think are of interest to the Publishing Industry and worthy of comment and discussion.
Team UKn