So, you thought that Google’s acquisition of YouTube was a momentous business deal. Well, YouTube’s price tag was only half what they’re paying for Double Click – a top provider of marketing technology and services. Double Click’s technology is what Google needs to "perfect" their adsense technology. The high price tag was an effort to keep this technology away from Microsoft – who wants desperately to get in on the personalized ad market.
So, no one should be surprised by this deal. However, we might start to question the intensity with which our data will be gathered in the wake of this combination of titans. Just look at the official "benefits" of the deal:
The combination of Google and DoubleClick will offer superior tools for targeting, serving and analyzing online ads of all types, significantly benefiting customers and consumers:
* For users, the combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.
* For online publishers, the combination provides access to new advertisers, which creates a powerful opportunity to monetize their inventory more efficiently.
* For agencies and advertisers, Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.
The consumer experience will be improved – but at what cost? DoubleClick operates in a fairly precarious position between privacy and convenience. While the experience of consumption might grow close to perfect, what does this alliance do for the non-consumptive web? Google’s presence, combined with DoubleClick’s "consumer intelligence gathering," speaks of a whole new terrain for data promiscuity and the value of data detritus.