Google expands its empire and gains more advertising measurement tools

Google expands its empire and gains more advertising measurement tools (0)

Dominic Main | 16/05/2007

John Davidson’s recent Australian Financial Review Article reports on Google’s acquisition of new on-line metrics capable advertising technology from DoubleClick. The technology enhances and expands on Googles existing on line advertising mainstays: AdWords and AdSense.

According to Davidson’s article, the two primary advantages for Google seem to be that Microsoft doesn’t get the technology, and that Google can now gather substantial ‘click-through’ based data on how users are responding to particular on-line advertisements.

Greater metrics (statistical measurement of responses to on-line advertising) are seen as increasingly critical in marketing industry literature because of the value of such data to advertisers trying to effectively target on-line consumers.

In the Financial Times article, Google co-founder Sergey Brin indicates that user privacy is still paramount to Google, and is reported to have indicated that the search term data from the Google search engine was ‘unlikely’ to be ‘shared with the DoubleClick side of the business’. Whatever this ultimately means, it seems that Google is determined to give advertisers more confidence and more options than were sometimes perceived to be available with Google’s existing search driven advertising tools, due to the emphasis on smart user-search driven metrics for Google rankings.

References and Further Reading

Davidson, John. "Google Buys Doubleclick for 3.7 Bn." Australian Financial Review 2007, sec. Breaking News: 55

tags: Technology ,  Business ,  Online Trends ,  Media