Google Inc. is counting on the crown jewel of its online advertising empire to burnish a diamond in the rough.
Hoping to take an even bigger bite out of ad budgets, Google has melded the technology powering its lucrative search marketing network with a system that it bought 18 months ago to sell online billboards and other more visual commercials, including video.
The long-awaited combination poses another threat to Yahoo Inc., whose profits have been sliding the past three years. Yahoo is the Internet’s largest seller of display advertising, a mantle that Google has set its sights on. Microsoft Corp. and Time Warner Inc.’s AOL also operate large exchanges that help manage display ads.
The upgrade announced Friday has been something Google has been working toward since it bought DoubleClick Inc. for $3.2 billion a year-and-a-half ago. Google prized DoubleClick largely for its tools for selling and serving display ads.
Although they are more dynamic, display ads so far haven’t proven to be as popular as the text ads that appear alongside search results.
Last year, online search advertising sales in the United States totaled $10.5 billion, according to the Interactive Advertising Bureau, with most of that money going to Mountain View, Calif.-based Google. The Internet’s U.S. display ads totaled $7.6 billion.
“The display market today is probably not really living up to its full potential,” said Neal Mohan, a Google vice president of product management.
Google is betting it can sell more display ads by drawing on the science, simplicity and ease-of-use that has made its search advertising system so profitable. The marriage will open DoubleClick’s display advertising system to hundreds of thousands of advertisers and Web sites that belong to AdWords and AdSense — the cornerstones of Google’s commercial search.
“We are going to be bringing a lot of the know-how and a lot of the efficiencies of the search market to the art of display,” Mohan said.
DoubleClick’s display exchange matches up advertisers with Web sites trying to sell some of the empty space on their pages.
It’s an approach pioneered by four-year-old Right Media, which was bought in 2007 by Sunnyvale, Calif.-based Yahoo for $526 million. Yahoo says Right Media remains the Internet’s largest display advertising exchange, processing 9 billion daily transactions for 120,000 buyers and sellers around the world.
Yahoo doubts Google will be able to dominate display advertising like it has search advertising.
“We fully expect the display market to be fragmented and for there to be other exchanges,” said Frank Weishaupt, Yahoo’s vice president of North American marketplaces. “We welcome these exchanges, and look forward to working with them and integrating with them for our partners.”
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More