Via JP Morgan’s “Nothing But Net” January 2008 report:
“As the leader in search market share, Google has much information about user preferences for hosting behaviorally targeted ads…With the pending acquisition of DoubleClick, Google gains ownership of two key technologies:
* the DART suite: a comprehensive set of technologies that enable advertisers to effectively manage their online advertising campaigns while providing publishers with the ability to dynamically place ads on their sites.
* the DoubleClick Advertising Exchange: a platform for buyers to gain immediate access to inventory… DoubleClick has relationships with both publishers and advertisers that enable it to serve hundreds of billions of ad impressions per year. In 2004 (the most recent fullyear data available), DoubleClick served over 800 billion online ad impressions (we expect it will serve ~2 trillion impressions in F’07).”
