Google, which is in the process of buying online ad giant DoubleClick, has explained in detail the rationale behind the deal, from both the publisher and agency perspective. A post on the official Google blog by Alex Kinnier, Group Product Manager, lays out the details, and three points stand out:

—Historically, we’ve not allowed third parties to serve into Google’s AdSense network, which has made it hard for advertisers to get performance metrics. Together, Google and DoubleClick can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.

—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.

—From a technical perspective, Google will also be able to get web pages to load faster by reducing latency from ad servers.

Other points are more obvious.