Google’s Double Click Acquisition, Bringing the Search Engine Ad Network Full Circle

by Toby Harris

So all it took was $3.1 billion dollars and an 11 month approval process through the European Commission to clear any “antitrust” issues. Now Google moves out of the “stone age” of text based advertising and are now able to offer Graphic network served ads due to its purchase of Double Click.

This is very significant, imagine if you were driving down the freeway and the billboard was displaying what ever you are thinking. That’s the basic concept behind served graphic ads. Most websites that have a blank area where the graphic ad is to be displayed and when the page is loading it is served up to the blank area from a different location or server. So if Google has the ability to link that to whatever you type into the search engine they will be able to serve whatever graphic ad or video ad that ties to your keyword search. So they know what you are “thinking”, is it creepy? or big brother? More like, big Google.