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| UPDATED: 2007-11-16 |
 DoubleClick Deal Falling Apart 
By: Nathan Weinberg 2007-11-16 The European Commission, the same out-of-touch government agency that has been wasting Microsofts time and money for years... ...refused Tuesday to approve Googles mega-billion dollar deal to buy DoubleClick, putting the entire deal on hold, possibly till March. The Commission is ordering a further review of the deals impact on the online advertising business, which will delay the $3.1 billion deal entirely until it is done, at the least. Its shocking how much of a disaster this deal has been for Google so far. Google announced the acquisition in April, and its now looking like it could take over a year before DoubleClick is part of Google. Meanwhile, Microsoft spent twice as much on aQuantive, announced the deal in May and completed it in under 90 days. Clearly, some very important people are looking at Google as the next big problem company, and they are only going to cause more trouble for the company in the future. (via Blogoscoped) Meanwhile, I keep getting PR emails from Performics, the SEO arm of DoubleClick that would be part of Google if this deal ever completed. They send me one press release about buying trends theyve identified around the holiday shopping season, showing that the Cyber Monday crap we hear every year about the Monday after Thanksgiving is just inaccurate, with successive Mondays having far more shopping activity than Cyber Monday. Apparently, the Mondays between Thanksgiving and Christmas are important, but successive Mondays are bigger than the first one. This year is a perfect storm, with an early Thanksgiving and Tuesday Christmas translating to five Mondays between the two holidays, more than we ever usually see, which could mean increased activity for online retailers above what is normally expected. Performics also announced 52 new affiliate advertising clients in the third quarter, showing that Performics is growing strongly. I doubt Google would want to unload Performics once the deal is done, seeing how well its doing. Comments Tag: DoubleClick Add to  Del.icio.us |  Digg |  Reddit |  Furl About the Author: Nathan Weinberg writes the popular InsideGoogle blog, offering the latest news and insights about Google and search engines. Visit the InsideGoogle blog. |
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