Charles Lau dot Com

I think the very obvious reason is to strengthen Google Adsense to the next level. Google Adsense has been serving ads from the Adwords advertisers. And in the Adwords Program, they don’t really allow a lot of configuration to the advertisements on the websites and only on the search engine results. While in Adsense Program, it is only focusing on creating Ads code to copy and paste into our websites, and checking how much we have earned. The missing link is actually with DoubleClick’s two products: DART for Advertisers and DART for Publishers.

The optimization of which ad to serve is determined by Google, and how it is supposed to be displayed. There is almost no customization for us to work on. There is almost not much performance metrics for both Adwords and Adsense customers.

I can foresee a very good Adsense in the near future with the integration of DART inside… Same goes to DART for Adwords…

One of the very good thing about Google acquiring different companies for their different needs is that it looks like the opposite way of outsourcing. Google is doing an insourcing actually… Whatever they are lack of, they will buy. In fact by doing it this way, they are gaining in strength because every company can only focus on something they are very strong in. And Google can continue its strength in the search engine industry while leveraging on the small companies around for more strength… Good move!