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06|30|2007 11:59 am EDT

Why Google bought Doubleclick

by Frank Michlick in Categories: Editorial, PPC industry

Last week Google published the “official reasons” for buying DoubleClick. DaveN wrote a summary over at ThreadWatch. Basically they say it’s to expand their advertising/advertiser reach. One reason that appears to be implied, but I would like to emphasize, is the increased reach Google gains in order to track which pages are visited by which users. Sure, they already had a lot of this data with Adsense, but the DoubleClick purchase increases their ability to track user navigation paths across more and more websites, which in turn allows them to better guess user intent and better match the ads to the users’ interest.

[via ThreadWatch]

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