Yahoo Buys Ad Company to Compete with Google's Acquisition of DoubleClick

Apr 30, 2007 - 9:15 am 0 by

This morning, Yahoo will officially announce an acquisition of Right Media which rival's Google's acquisition of DoubleClick. Danny discussed the purchase on Search Engine Land, saying that they purchased these outside companies because their own internal ad networks weren't good enough:

Both moves to me underscore how neither players' own existing ad networks have apparently been good enough for their display ambitions.

In the Search Engine Land article, Danny walks through why DoubleClick was a good match for Google: a large user base, an ad exchange network, and possible competition. Yahoo's acquisition is a "democratic move for ad sales."

A DigitalPoint Forums post references the New York Times article that also broke the story. DigitalPoint members wonder what will be expected of Microsoft, especially since they recently challenged Google for its DoubleClick acquisition. Interestingly, Yahoo! responded with an acquisition of its own, but Microsoft only asked the government to examine the purchase. I think that the strategic acquisition was the way to go here.

On WebmasterWorld, however, members question the leadership of Terry Semel and believe that Yahoo! is going to continually do worse. Again, I think that if you compare Yahoo to Microsoft, Yahoo took lemons and made lemonade. Microsoft just stared at the lemons and brought them to the government for review.

Discussion continues at DigitalPoint and WebmasterWorld.

 

Popular Categories

The Pulse of the search community

Follow

Search Video Recaps

 
Google Core Update Flux, AdSense Ad Intent, California Link Tax & More - YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: April 19, 2024

Apr 19, 2024 - 4:00 pm
Search Video Recaps

Search News Buzz Video Recap: Google Core Update Flux, AdSense Ad Intent, California Link Tax & More

Apr 19, 2024 - 8:01 am
Google Ads

Google Tests More Google Ad Card Formats

Apr 19, 2024 - 7:51 am
Google Search Engine Optimization

Google: It's Unlikely Your Rankings Dropped Because You Have Two Websites

Apr 19, 2024 - 7:41 am
Google Search Engine Optimization

Google: Indexing API May Work For Unsupported Content But...

Apr 19, 2024 - 7:31 am
Google Search Engine Optimization

Google: Are Hyphenated Domains Bad For Google Rankings?

Apr 19, 2024 - 7:21 am
Previous Story: Should Google AdSense Add an Allow Domains Feature?