On Microsoft, Google, and DoubleClick

Did you hear that Microsoft is having a good whinge about Google buying the web advertising business, DoubleClick? It was only a couple of weeks ago that Microsoft was reported as being the prime suitor. It seems that Google has trumped the Microsoft behemoth, making even more headway into the online advertising space.

Previous posts here (see 12th April and 8th April) have made the case that online advertising and marketing will continue to grow at a rapid rate, albeit from a relatively small base compared to traditional channels like television and print. The reasons are both demographic, and demand-driven – the online channel offers connectedness, participation, interaction, immediacy, variety, and enormously widespread reach. But most of all, the consumer is in charge of what and when they use the online channel instead of the dictates of a small coterie of television moguls and print publishers.


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