It's Official, GoogleClick is in Effect

By Brooke Nichols

Google announced that it closed the acquisition of DoubleClick today. In the announcement, Google proclaimed that, through the union, it will focus on ‘uniting search and display online metrics and on improving the measurement and execution of media campaigns.’

Eric Schmidt, Google's Chairman and Chief Executive Officer, said, "We are thrilled that our acquisition of DoubleClick has closed. With DoubleClick, Google now has the leading display ad platform, which will enable us to rapidly bring to market advances in technology and infrastructure that will dramatically improve the effectiveness, measurability and performance of digital media for publishers, advertisers and agencies, while improving the relevance of advertising for users."

So, will all of the speculation on the effects of this acquisition prove true? Will our fears be realized or all for not?

To appease some of the anxieties that GoogleClick outsiders may be feeling at the moment, the announcement did address a couple key topics of concern:
- At the moment, the offerings and services will not change, nor will the DoubleClick team.
- Data confidentiality remains a DoubleClick and Google priority.
- Ad serving encompasses a set of critical technologies that will get more support and resources after the close.
- DART tags will be introduced into the Google content network.

And, again, the underlying theme of the message is that there will now be combined efforts to truly enable campaign integration across all channels. So, while it’s still too early to determine the impact of this new milestone in Google’s progress, rest assured that the partnership will play a significant role in the future of digital marketing.