Even more important, Google can combine its AdWords and contextual advertising technologies with DoubleClick's platform and backlog of data to deliver the most comprehensive, contextual, and behaviorally driven online ad solution on the market.
I think one of the big reasons Google agreed to this deal is the recent success of Yahoo's Panama ad platform. According to recent reports, it looks like Yahoo may report significant growth in online ad sales in the first quarter, thanks in large part to Panama:
Yahoo, the owner of the most-visited U.S. Web site, today may say sales rose 11% in the first quarter, which included two months of Panama ads. Sales probably reached $1.21 billion, according to the average estimate of 26 analysts surveyed by Bloomberg. Net income may have been little changed at $158.7 million, or 11 cents a share.
Now that Google has DoubleClick, I don't see Panama's advantages lasting more than six months, tops. By that time, Google should have integrated DoubleClick's technology and data into its ad systems.
What do you think? Will DoubleClick give Google the ability to drive Yahoo out of business?