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Google Explains Why It Bought

By: Andy Beal

Google has posted a beginners guide to why they bought . The posts covers the background of both ...

company's ad platform and is a good summary for those looking to get caught up.

Here's the handy-dandy summary they used to explain the purchase and future plans
1. 's products and technology are complementary to our search and and content-based text advertising business, and give us new opportunities to improve online advertising for consumers, advertisers and publishers.

2. Historically, we've not allowed third parties to serve into Google's network, which has made it hard for advertisers to get performance metrics. Together, Google and can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.

3. By combining Google's infrastructure with 's knowledge of agencies and publishers, we can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising.

4. To manage ad inventory, some of the largest publishers use DART for Publishers ? but a good portion of it goes unsold. It's our view that the combination of and Google will help these publishers succeed by monetizing their unsold inventory.

View All Articles by Andy Beal

About the Author:
Andy Beal is an internet marketing consultant and considered one of the world's most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.

You can read his internet marketing blog at Marketing Pilgrim and reach him at [email protected].

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