For Interactive Marketing Professionals

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	April 18, 2007 DoubleClick Makes Google A One-Stop Shop But Marketers Should Still Advertise Across Media Partners by Shar VanBoskirk with Charlene Li	Average: 4  (1 rating)

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Executive Summary

Online behemoth Google showed that it still had room to grow on April 13 when it announced it would acquire long-time online advertising veteran DoubleClick for $3.1 billion. The deal trumps competitive bids and catapults Google into the online display advertising business. The result: Google will now offer a comprehensive set of marketing services, MSN and Yahoo! will emphasize customer loyalty, and consumer online behavior will be unchanged. All this points to one directive for interactive marketers: Continue to advertise with multiple online media partners.

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