When Giants Collide

Over the last few months there has been a big change in the Internet Giants. Google buys YouTube and then DoubleClick. To a lesser extent Yahoo buys RightMedia, and now Microsoft buys aQuantive …

For Google, DoubleClick was a good fit as they were already in use at YouTube, and why pay for your advertising when you can own the company … makes sense to me …
Traffic Rank for youtube.com: 4
Traffic Rank for google.com:  3
Traffic Rank for doubleclick.com: 221

For Microsoft, aQuantive was a good fit as MS/MSN was already using atdmt.com
Traffic Rank for microsoft.com:  12
Traffic Rank for atdmt.com:  427

Yahoo already owned 20% of RightMedia so they just purchased the other 80%.
Traffic Rank for yahoo.com:  1

It will be interesting to see how things play out in the next few months … the Microsoft/aQuantive deal is set to finalize in the first quarter of 2008, and the Google/DoubleClick deal is pending.

Yahoo already uses DoubleClick, but once the deal is completed will Yahoo pay Google to run their advertising? … I think not, maybe that’s where RightMedia comes in? Yahoo also uses advertising.com (now owned by AOL) but AOL uses Google for their search engine.

I think we shall see some rather big changes in the advertising world once everything settles down.

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