Doubleclick - Doubledating

Consolidation seems to be inevitable in the world of advertising. If smaller firms aren't swallowed up by larger firms, then larger portfolio companies (like Omnicom) purchase big ad agencies and make giant corporate entities.

In the case of your business, some consolidation is happening too. Microsoft and Google are both going after ad server and network Doubleclick. A purchase makes sense, as Google already owns the large AdSense/AdWords network and Microsoft wants in on the market. For each company, the reach of Doubleclick's network is a big draw. For your business it means that working with online advertisers may become more streamlined, but also more expensive.

However it all falls out, AdSymetrix will be here to help you understand the value of any ad placed in any network. Because it's one thing to know where your ads are going, it's something else to know whether they should be there in the first place.