Friedland was also concerned about Google's struggles to monetize the MySpace inventory that it's still obligated
to shill for News Corp. But David A. Utter casts an even gloomier outlook for the giant--noting that its prized DoubleClick acquisition may not be as valuable as it seemed just 12 months ago.
"ESPN and Disney dumped ad networks that filled their remnant ad inventory in favor of an as yet unspecified approach," Utter says. "That means DoubleClick, Google's little $3.24 billion ad network acquisition, isn't in the mix for Disney's properties, and possibly other major content creators in Hollywood and elsewhere who could follow suit."