Comments on: The implications of Google’s $3.1 billion bid for Doubleclick http://webliquidgroup.com/opinions/the-implications-of-googles-31-billion-bid-for-doubleclick/ Web Liquid provides return on investment focused consulting and online marketing for some of the world most recongnised brands. Thu, 28 Aug 2008 04:33:57 +0000 http://wordpress.org/?v=2.2 By: Alain Portmann http://webliquidgroup.com/opinions/the-implications-of-googles-31-billion-bid-for-doubleclick/#comment-53 Alain Portmann Fri, 18 May 2007 16:53:16 +0000 http://webliquidgroup.com/opinions/the-implications-of-googles-31-billion-bid-for-doubleclick/#comment-53 The recent acquisitions by WPP and Microsoft confirm the days of the independent ad-server are over. Since the launch of Net Gravity, the first ad-server platform back in 1995, ad-serving platforms have always been a prized commodity. Below is the obituary of ad-server platform acquisitions... July 1999 - Doubleclick buys NetGravity for USD $350 million January 2000 - Engage buys Adsmart for USD $2.5 billion July 2001 - Valueclick buys MediaPlex for USD $43.9 million January 2003 - Doubleclick buys Admonitor for an undisclosed amount September 2005 - Excite@Home terminates Matchlogic December 2006 - ATLAS DMT buys Accipiter for an undisclosed amount March 2006 - Doubleclick buys Falk for an undisclosed amount March 2007 - Google buys DART for USD $3.2 billion May 2007 - WPP buys Open Ad Stream for USD $649 million May 2007 - Microsoft buys Atlas DMT for USD $6 billion The recent acquisitions by WPP and Microsoft confirm the days of the independent ad-server are over.

Since the launch of Net Gravity, the first ad-server platform back in 1995, ad-serving platforms have always been a prized commodity.

Below is the obituary of ad-server platform acquisitions…

July 1999 - Doubleclick buys NetGravity for USD $350 million

January 2000 - Engage buys Adsmart for USD $2.5 billion

July 2001 - Valueclick buys MediaPlex for USD $43.9 million

January 2003 - Doubleclick buys Admonitor for an undisclosed amount

September 2005 - Excite@Home terminates Matchlogic

December 2006 - ATLAS DMT buys Accipiter for an undisclosed amount

March 2006 - Doubleclick buys Falk for an undisclosed amount

March 2007 - Google buys DART for USD $3.2 billion

May 2007 - WPP buys Open Ad Stream for USD $649 million

May 2007 - Microsoft buys Atlas DMT for USD $6 billion

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