Search123 and ValueClick a Good Fit
Recall four days ago I wrote in this space that "talk of Yahoo buying Overture is misguided. A more compatible scenario would be one of the major online ad networks such as DoubleClick merging with one of the top or second tier PPC players."
Yesterday's acquisition of smallish but highly competent PPC search player Search123 by publicly traded online advertising technology provider ValueClick is a scaled-down version of this scenario.
It's highly logical, captain.
Or as the ancients might put it, "as with proper management of the household, so goes the state." We'd expect larger deals of this nature, such as the Doubleclick-Overture scenario mentioned earlier, in the next six months. The traditional online advertising players have a lot at stake. Either they acquire some pay-per-click search advertising capacity, or they'll watch PPC companies take more and more of their market share.
Posted by Andrew Goodman
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