What does Google has in store for advertisers and publishers now that its DoubleClick acquisition has been approved? So far, all we've heard is that layoffs are expected, but industry watchers
point out that before GoogleClick comes to market, the company faces some tough integration questions. Some critics are calling for Google to let go of Performics, DoubleClick's search marketing and
optimization unit. There's a clear conflict of interest with the world's No. 1 search provider selling services that improve Web site and advertising performance on search engines.
Another problem Google faces is with publishers. Google may integrate its DART ad management and service technology with AdWords, its search advertising system, but do publishers really want
Google to serve both their display and text ads? As Rubicon Project CEO Frank Addante says, "Now, if Google owns all the technology they have access to that data, they know what's being bought and
sold. It puts customers in a tough situation."
Then there's the issue of Google not allowing advertisers to use third-party ad-serving: "Our clients on DoubleClick that have contracts expiring with DoubleClick are saying it's a dead end," says Michael Cassidy, chief executive of online ad network Undertone Networks.