Ad Technology: Display Advertising and the Growth of Programmatic Harvard Case Solution & Analysis

Ad Technology: Display Advertising and the Growth of Programmatic Case Solution

In April 2007, Google, among the world's biggest online publishers, revealed that it was getting DoubleClick, a technological platform for online marketers and publishers, for $3.1 billion. At the moment, the offer marked the biggest acquisition ever for Google and, inning accordance with reports, ended a weeklong bidding war with Microsoft, Yahoo, and AOL. The acquisition of DoubleClick's design platform and relationships with publishers, ad agency, and marketers assisted press Google beyond search and text advertisements-- and increased the search giant's display advertising service, where Google lagged market leader and rival Yahoo. As a result, the offer provided Google a significant edge over rivals in the $7.1 billion U.S. display-related ad market (and $21.2 billion overall U.S. online market) of 2007.

The acquisition of DoubleClick by Google was among the most considerable, otherwise the biggest, mergers and acquisitions (M&A) handle marketing innovation (ad tech) background. And while the variety of ad tech M&An offers slowed from 2008 to 2010 complying with the worldwide economic crisis, the years 2011 through 2014 saw record varieties of M&An offers market value at approximately $12 billion. On the other hand, warm ad tech-related IPOs raised worries over an ad tech bubble. Factors for financier hesitation consisted of unpredictability over assessment metrics and a basic absence of understanding in the area. This case serves to discuss ad tech as it associates with present advertising and marketing by evaluating a short record of the channel, taking a look at the marketplace, then talking about present market problems, finest practices, and coming out technological options.

Knowing Goal

Trainees are offered with a guide on advertising innovations as the structure for additional conversation on money making.

This is just an excerpt. This case is about Business

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