It’s coming up on two years since Google (NSDQ: GOOG) acquired DoubleClick for $3.1 billion, and the search giant’s latest step in building its display businesses involves the promise of greater simplicity as it aims for smaller publishers. In upgrading its display ad serving system, Google is doing away with…

As new Platform-A President Greg Coleman indicated last month when he shuffled the decks at the AOL ad unit, the company has finalized its shift away from Google-owned DoubleClick’s ad system to AdTech, the German ad serving company AOL acquired in May 2007.  AdTech head Dirk Freytag, who now takes…

So what kind of results is Google (NSDQ: GOOG) getting from its recently completed $3.2 billion acquisition of DoubleClick? In its just-filed 10-Q, the company provides pro-forma group financial data—as if the DoubleClick acquisition had happened at the beginning of Q1. Long story short, for Q107, DoubleClick would have added…

Google (NSDQ: GOOG), which just finished its $3.4 billion acquisition of DoubleClick and has publicly said will do some layoffs, will dispense with about 300 U.S. employees, reports NYT. This is the first such layoffs by Google since it started…the cuts represent about a quarter of DoubleClick’s U.S. workforce of…

DoubleClick offers Google (NSDQ: GOOG) a long-term avenue to success in the display ad market, but in the short term, it will prove difficult to make the new acquisition pop. That’s the view of UBS analyst Ben Schachter, arguing in a new report that display advertising, which is largely about…

Up to this point, Google (NSDQ: GOOG) has taken an arms-length approach to display advertising. Now that its merger with DoubleClick has passed regulatory muster, Google must deal with the charges coming from internet advocates that the deal will allow it to violate the privacy of web users.  With the…

Hoping to capitalize on the rise of online video sites, FreeWheel, a company started by former DoubleClick execs, is promising to solve issues over “who gets the ad revenue?” for syndicated video. The New York startup is certainly confident; in its launch release, FreeWheel mildly suggests that its trademarked “Monetization…

The Federal Trade Commission approved the Google-DoubleClick acquisition Thursday despite privacy concerns—then released proposed principles to encourage better privacy controls for online behavioral advertising. The broad definition of online behavioral advertising: “various tracking activities engaged in by diverse companies across the Web.” The principles, in the works for years, are…

The FTC will not block Google’s $3.1 billion acquisition of DoubleClick. Commissioners voted 4-1 in favor of closing its investigation, with Pamela Jones Harbour as the lone dissenter. In its statement, the commission said the deal was not likely to substantially lessen competition. It also said that while there are…

Deborah Platt Majoras, chairman of the Federal Trade Commission, refuses to recuse herself from reviewing Google’s (NSDQ: GOOG) $3.1 billion merger with DoubleClick. Earlier this week, two consumer privacy groups, the Electronic Privacy Information Center and the Center for Digital Democracy, issued a petition asking Majoras to remove herself from…

Just as Google’s (NSDQ: GOOG) $3.1 billion acquisition of DoubleClick seemed it might be decided before the year is out, more roadblocks have been put in the way. Two consumer privacy advocates, The Electronic Privacy Information Center and the Center for Digital Democracy, want FTC Chairman Deborah Platt Majoras to…

Laying out the challenges and opportunities facing advertising companies, Sir Martin Sorrell, WPP Group’s CEO, opened his presentation for the UBS Global Media & Communications conference with a comparison of Google (NSDQ: GOOG) to the major ad holding companies. Google’s market cap is four times higher than WPP and its…

Whether or not Google’s (NSDQ: GOOG) purchase of DoubleClick gets anti-trust approval, the company is focused on entering additional partnerships to advance its aim of providing the connective tissue between supply and demand online. In particular, Google’s Tim Armstrong, president of advertising and commerce, told attendees at the UBS Global…

So says this story from last week in TheDeal: Google’s (NSDQ: GOOG) acquisition of DoubleClick may get Federal Trade Commission clearance as early as this week without any conditions, according to a lawyer involved in the merger review and cited by the story. ClickZ also has a similar story, though…

Last week, the EU announced its intent to launch an expanded probe into Google’s (NSDQ: GOOG) acquisition of DoubleClick, prompting real concern that the deal may end up blocked. While the EU’s decision does not prejudge the outcome, it’s always good to have a backup plan. A new research report…

The EU has decided to open an in-depth probe into Google’s (NSDQ: GOOG) proposed $3.1 billion acquisition of DoubleClick, reports Reuters, citing a source familiar with the situation. On October 22, the EU said that its first inquiry had been extended to today, November 13, from the original October 26…

After Sumner Redstone’s proclamation that “advertising would pay the way,” the ad panel at the Media and Money Conference got into the specifics of how. At times, it looked like there might be some conflict as to whether people or technology would prove more important to the ad industry, though…