The Big Boys are fighting over second-tier ad networks

Friday, January 8, 2010 , Posted by Johnny Fuery at 1:15 AM

Originally Published 2007-04-03 16:58:59

There's a great businessweek article that hit the wire today. It discusses the probable purchase of DoubleClick by one of the three major internet search players (that's Google, MSN, and Yahoo, of course). It's entitled Google vs. Microsoft: Vying for DoubleClick. Talk about link-baiting with your article headlines, eh?

This is of interest to me from multiple standpoints. For the entrepreneur inside, it's a gentle reminder that even despite google's world-dominating monetization of the long tail of online advertising, there's still plenty of wiggle room for niche players.

As an affiliate marketer striving to make more than beer money from blogging and the like, it's interesting because fewer players will give yet more power to the big three. And, since MSN and Yahoo have done a rather poor job of both reaching out and catering to small content creators like yours truly, that really just means Google. And, despite being a whole-hearted google user (I even answer my corporate email through the gmail interface, for instance, much to the chagrin of my local IT police force) and belief in Google's "do no evil" initiative, I'm a firm believer in Absolute Power tends to Corrupt Absolutely.

Not that I'm on the doubleclick network, either, but fewer players is generally a bad thing in my mind. It will be interesting to see what happens.

Now, MSN and Yahoo, will you get your respective AdSense Clones out of stinkin' beta?

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