Google gives some background behind its recent acquisition of advertising group DoubleClick on its official blog today.

The move has been controversial, with competitors and privacy groups raising their concerns over the deal, and the dominance it gives Google over the online ad market.

Group Product Manager Alex Kinnear explains the DoubleClick deal in detail – as well as giving the history of ad serving and explaining what it is, he outlines four reasons for Google’s move:

  • DoubleClick’s products and technology complement Googles search and content based ad business. 
  • Google and DoubleClick can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.
  • By combining Google’s infrastructure with DoubleClick’s knowledge of agencies and publishers, we can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising.
  • To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers – but a good portion of it goes unsold. It’s our view that the combination of DoubleClick and Google will help these publishers succeed by monetizing their unsold inventory.

Further reading:

How does the Google-DoubleClick deal affect you?