Google and the Rebirth of Banner Ads

The DoubleClick deal cements Google's dominance of online advertisingand augurs a revival of the lowly but oddly effective display ad

I've been thinking a lot about Google's (GOOG) proposed $3.1 billion acquisition of DoubleClick and the implications for advertising. In fact, a lot of people have been reflecting on the deal, what with Microsoft (MSFT) and AT&T (T) crying foul, and Yahoo! (YHOO) reporting a first quarter that underscored exactly why it's trailing Google in online advertising. I've known DoubleClick since the mid-1990s, when I was editor of Forbes.com and the company acquired our first ad-server provider, NetGravity. In my days at tech researcher IDG, as I learned online ad ops—the art of placing ads on Web pages and reporting the results to the advertisers—I even used DoubleClick's primary product, Dart.

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