Well google did the right thing and bought doubleclick for 3.1 billion on friday. People are saying that google bought the company for its advertiser and publisher relationships, I highly doubt that.
This deal will have major impact on adsense and publishers.
1. Double click can IP/frequency cap, adsense currently can’t. For monetizing social networks or any large site with high pageview to unique user ratio you can dramatically increase earnings using capping. This means you can set your CPM based ad buy to only display to a person 3 times in one day not 50.
2. Doubleclick is an inventory management system. It allows you to slice and dice your inventory and makes you a LOT of money if you use it.
Yahoo has been working on YPN for years and they still haven’t been able to roll it out to anywhere outside the USA. Yahoo doesn’t even do geo targetting on YPN. Yahoo just added geotargetting to their search results this year and you can bet it will be years before they add more basic functionality.
This acquisition effectively gives Google at least 2 to 3 years lead in development time and in those years google will be able to offer sites far more revenues then yahoo or microsoft ever could. Yahoo and microsoft don’t have the teams in place to effectively replicate this stuff. Once yahoo and microsoft come out with something google will effectively control the advertising ecosystem.
Google, yahoo and microsoft will eventually offer advertisers the ability to target users based on their demographics and display branded ads to them on the content distribution networks.