DoubleClick creates a global exchange for advertising trading.
It has finally become clear why Microsoft and Google are so bitterly arguing over the purchase of DoubleClick. Yesterday it became known that DoubleClick is going to launch a digital advertising trading exchange. This will be a global P2P-exchange type Nasdaq.
DoubleClick started working on the online advertising market back in 1996 and opened one of the first banner networks on the Internet. For ten years, the company has become a universal intermediary. It helps customers to place and offers services for analyzing the effectiveness of advertising campaigns. For website owners, DoubleClick sells advertising and special banner management software. DoubleClick clients include the largest sites, including AOL and MySpace.
Now DoubleClick is going to reach a new level of its development: the global exchange should become a universal trading platform for all buyers and sellers. Any site can sell banner ads here, and customers can bargain for them. For websites, this is a very convenient tool to sell advertising at the highest possible price - the developers of the exchange guarantee that the entire system will be “sharpened” just for that. For example, along with open auctions, there will be private ones, where sites will be able to anonymously sell the remnants of ads for cheap, so that customers who have already bought ads at an inflated price do not know about it.
DoubleClick executives see the new exchange as a cross between eBay and Saber, the airline reservation system used by travel agents. Closed auctions - it is very cleverly invented.
')
The opening plan of the exchange significantly increases the cost of DoubleClick in the eyes of potential buyers, because after five years, DoubleClick expects to receive most of its revenue from here (last year its revenues amounted to $ 300 million). If everything goes well, some commissions alone will bring the company hundreds of millions of additional profit. The exchange can become a real competitor for large advertising networks. That's why both Microsoft and Google are competing with each other for the right to buy DoubleClick.
Independent experts estimate that the cost of DoubleClick may exceed $ 2 billion in sales. At the same time, the current owners (Hellman & Friedman) paid about $ 1.1 billion for DoubleClick in July 2005.
DoubleClick has already agreed to participate in the testing of the exchange with 35 advertising sites, advertising networks, agencies and advertisers. The beginning of the tests is scheduled for the III quarter. 2007
via New York Times
DoubleClick started working on the online advertising market back in 1996 and opened one of the first banner networks on the Internet. For ten years, the company has become a universal intermediary. It helps customers to place and offers services for analyzing the effectiveness of advertising campaigns. For website owners, DoubleClick sells advertising and special banner management software. DoubleClick clients include the largest sites, including AOL and MySpace.
Now DoubleClick is going to reach a new level of its development: the global exchange should become a universal trading platform for all buyers and sellers. Any site can sell banner ads here, and customers can bargain for them. For websites, this is a very convenient tool to sell advertising at the highest possible price - the developers of the exchange guarantee that the entire system will be “sharpened” just for that. For example, along with open auctions, there will be private ones, where sites will be able to anonymously sell the remnants of ads for cheap, so that customers who have already bought ads at an inflated price do not know about it.
DoubleClick executives see the new exchange as a cross between eBay and Saber, the airline reservation system used by travel agents. Closed auctions - it is very cleverly invented.
')
The opening plan of the exchange significantly increases the cost of DoubleClick in the eyes of potential buyers, because after five years, DoubleClick expects to receive most of its revenue from here (last year its revenues amounted to $ 300 million). If everything goes well, some commissions alone will bring the company hundreds of millions of additional profit. The exchange can become a real competitor for large advertising networks. That's why both Microsoft and Google are competing with each other for the right to buy DoubleClick.
Independent experts estimate that the cost of DoubleClick may exceed $ 2 billion in sales. At the same time, the current owners (Hellman & Friedman) paid about $ 1.1 billion for DoubleClick in July 2005.
DoubleClick has already agreed to participate in the testing of the exchange with 35 advertising sites, advertising networks, agencies and advertisers. The beginning of the tests is scheduled for the III quarter. 2007
via New York Times
Source: https://habr.com/ru/post/6274/
All Articles