The Looming Battle For DoubleClick
After DoubleClick announced that it’s for sale, Google and Microsoft jumped up. So far rumors indicated that Microsoft has offered anywhere from a billion to two for DoubleClick. This may spark a battle between Google and Microsoft for the simple fact that the winner would essentially control the CPA,CPM, and CPC market. But what does each company have to gain from the acquisition of DoubleClick?
Google would not only gain what is known as third party tracking for it’s CPA ads but it would also gain from the brand. In Cost Per Action ads fraud is a high probability and often plagues networks that have high payouts. But with the introduction of DoubleClick it could lower the rate of fraud simply because of the fact that now an “action conversion” has to go through two parties before it’s approved.
Not to mention the fact that Google may be planning to release DoubleClick as a free service after the acquisition. This would undoubtably bury Microsoft’s already in trouble adCenter.
Microsoft
One major gain by Microsoft would be more brand power to Microsoft adCenter, otherwise ignored by many advertisers if DoubleClick were to join it would quickly increase Microsoft’s credibility among many advertisers. This would also considerably give an advantage, in terms of CPA,CPM, and CPM, to Microsoft over Google.
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