Almost a year on, but Google can finally go ahead with the Doubleclick acquisition. You’ll remember that both Yahoo! and MSN argued that the purchase was anti competitive. Europe has ruled in favour of Google who has always maintained that display advertising DoubleClick was complimented but Google’s text ads.
On another note, Google has launched Google Ad Manager , a stripped back, easy to use ad server for publishers. From a digital marketing point of view, Google can only be applauded for their release of products which allow even the most neophytic online marketer access to tools that will help increase their effectiveness. In the last year or so Google Analytics with it’s joined up tracking, Ad Sense and AdWords interface changes, the expansion of webmaster tools, Google sites and docs has had a really positive affect on how site owners view digital marketing, making things less confusing, more transparent and reducing the barriers to marketing success for many smaller companies.
