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E.U.: Will Ad Prices Rise If Google DoubleClick Deal Goes Through

     

engine

11:56 am on Jan 12, 2008 (gmt 0)

WebmasterWorld Administrator engine is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month Best Post Of The Month



European Union antitrust regulators asked online advertising companies whether prices would rise if Google's proposed $3.1 billion takeover of DoubleClick is approved, according to an E.U. questionnaire.

"If you currently use DoubleClick's ad serving technology, do you expect any changes in the service it offers (in price or quality) by DoubleClick after its acquisition by Google?" the commission asked in a seven-page questionnaire obtained by Bloomberg News.

E.U.: Will Ad Prices Rise If Google DoubleClick Deal Goes Through [washingtonpost.com]

Clark

3:03 pm on Jan 12, 2008 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



They won't rise at all. They will become more "relevant". They will be "smart" priced to benefit the advertiser and publisher. A snazzy new interface will be built to make the market more "efficient". And spending will "increase" to match the new features, but no higher prices.

Some cynics may say new layers of complexity will be added so no one understands how the advertising works and that a price increase got snuck in, but they are just stupid conspiracy theorists.

chronic

5:33 pm on Jan 12, 2008 (gmt 0)

10+ Year Member



And some people simply won't be able to advertise anything if they don't meet the quality evaluations of a robot.

chinara

4:00 pm on Jan 13, 2008 (gmt 0)

5+ Year Member



it is always about higher prices and better eCPM.

Just my 2c

Sztraik

7:14 pm on Jan 14, 2008 (gmt 0)

10+ Year Member



Chinara, your 2c are below the min bid required... ;-)