In order to conquer the web advertising world, Google has been continuously doing some tic-o-tacs. A few days ago FeedBurner was planing to start the advertising program for the podcaster’s but then suddenly the news came that FeedBurner has been overtaken by the Google. Google is buying up all the matured web advertising companies in order to make the Google Adsense the only leader in web advertisement field.

And now just 4 hours ago of writing this post Google has overtaken another big web-advertising company named as DoubleClick. Here is what Google say about the merger:

1. DoubleClick’s products and technology are complementary to our search and and content-based text advertising business, and give us new opportunities to improve online advertising for consumers, advertisers and publishers.
2. Historically, we’ve not allowed third parties to serve into Google’s AdSense network, which has made it hard for advertisers to get performance metrics. Together, Google and DoubleClick can deliver a more open platform for advertisers, and provide the metrics they need to manage marketing campaigns.
3. By combining Google’s infrastructure with DoubleClick’s knowledge of agencies and publishers, we can create the next generation of more innovative ad serving technology, one that significantly improves the efficiency and effectiveness of online advertising.
4. To manage ad inventory, some of the largest publishers use DoubleClick DART for Publishers – but a good portion of it goes unsold. It’s our view that the combination of DoubleClick and Google will help these publishers succeed by monetizing their unsold inventory.

Reading this you may feel that Google is just trying to enlarge the Google Adsense network and will improve the Adsense, but a few days back Amit wrote a post about Google Adsense CPR and CTR values getting down significantly.

At a side google is saying that it is improving up the Google Adsense and the other side Adsense users are complaining about their downfall in the CPR and CTR rate.

However Google did some work on Adsense display boxes and created optional round bordered boxes. Well what will a user do of the new boxes, if there is no increment in the revenue.
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