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Why marketers should care about the Google-DoubleClick deal

For those of you who turn off your computers on the weekend, you should know that Google announced Friday that it spent over $3 billion to acquire DoubleClick, of banner ad network fame. You can read from other people what this means from Google’s point of view—I don’t think that is very important to marketers. So what is important about this to marketers?


To me, it marks the end of the stark lines between banner ads and contextual ads and search ads. Savvy marketers have always tried to use each type of ad to their advantage. Whether it’s Google’s acquisition or any other partnership between banner ad networks and search advertising networks, the effect is the same. Advertisers will increasingly have choices of dealing with a single way to choose between any of these advertising forms, and those ads will be placed on both search engines and publisher Web sites.
This increasing integration of ad networks will also greatly simplify measuring the results of advertising. Today, banner ad networks count impressions and clicks but it can take some technical feats of strength to tie those metrics into your Web metrics program, so that you can tell if those banner ads drove any sales. Integrated networks will tend to make the measurements simpler.
So Google’s acquisition of Doubleclick, in and of itself, is interesting, but the real thing for marketers to pay attention to is the trend of integration of advertising networks. Marketers should expect to have more choices for advertisements, with more flexibility and automation in administering their campaigns, and with better metrics to prove return on investment.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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