Google Officially Acquires DoubleClick

According to Google's Official Blog, they have finally completed the acquisition of Double Click. Time will tell if this proves to be a good thing or bad thing. At face value it can't be a bad thing, as Google faces many challenges with their current AdWords/AdSense advertisement system. However, I am not sure DoubleClick is really the answer.

It seems to me that one trobuled system purchasing a second troubled system isn't the answer to much, however, as much as I like AdSense, and as much potential as I see in the system, I sincerely hope it is an answer.

From what I have seen and known of the two, they have different challenges, so together maybe they can help each other, hopefully empower the ad publishers a little bit more as to what appears on their sites and have the reliability of Google's ad servers. I have known some DoubleClick users that say their systems were unreliable for high traffic sites, but their publishing tools were very cool.

So we could have a good system come from it, or be stuck with a hodge-podge of two ailing ones.

Wait and see and hope for the best.